Strengthening the Brewdog proposition by gathering feedback from 9,000 Punks!
Objective
To grow customer loyalty within Brewdog’s community of shareholders, known as Equity Punks, by enhancing the consumer proposition.
A further objective was to encourage non-shareholders who drink Brewdog to become Equity Punks
An in-depth TRKR survey of 9,000 Equity Punks across the UK, Europe and USA
Opportunity - know your customer: through IDI, the team wanted to understand key questions such as:
Why do Equity Punks invest in Brewdog?
What benefits do they enjoy the most?
What do they enjoy drinking and why?
What other brands do they drink?
Approach
The insights gathered identified a number of commercial opportunities for the Brewdog team to enhance their Equity For Punks proposition including:
The Membership perks that Equity Punks say they value the most
Understanding the barriers to Brewdog consumers investing in the brand
Opportunities to grow sales (popular ranges, format, etc.)
