The Edrington Group needs to create new brands and products for Millennials to get new customers. But…Millennials are not the typical customer. And making good whiskey takes time. They typically need to age 8, 10, 12, 18 YEARS before they’re good.
PRODUCT SYSTEMS INNOVATION: They needed a way to make product faster than 8 years, so with fast cycles of learning the team invented a way to create a great whiskey in 40 MINUTES! It uses the Compression Aging®, Compression Smoked® and Flavor Infusion patent-pending technologies we invented.
RESEARCH SYSTEMS INNOVATION: Typical annual research costs were $2.3M+, but using a new Rapid Test research system the team did 234 quantitative market research tests with Millennials for just over $156,000. (That’s 7% of the typical costs with 1,000s more data points so they could make fast, smart decisions.)