Fürstenberg

The F-Club

INSIGHT – OBJECTIVE

Brand rejuvination within the beer market that is losing significant share to adjacent alcoholic drink segments across all ages and hence develop insights to create new beer mix products for a young audience.

Research – Methodology

We created a"bohemian" underground club with limited memberships to attract the core target users. Here product was tested and users were recruited for development workshops.

Strategy – Recommendations

Our key recommendation was to re-define the brand‘s core from "aristocratic" to "bohemian", hence retaining elevated social status but with more relevance to lifestyle oriented bar communities.