Branding rather than taste appears to more heavily influence consumers when it comes to choosing drinks products, exclusive research for The Grocer reveals.
A survey carried out by Brewing Research International (BRI) as part of a wider study into new product development shows that drinks perceived as “old-fashioned”, such as whisky and dark rum, are preferred in terms of appearance and taste - but let down by their image.
Of 11 brands tasted by 85 drinkers, Pernod was given the highest score for taste alone. But the aniseed drink dropped to sixth place once consumers saw
Claire Hu