Sensory: Alcoholic Drinks

In direct liaison with our client's Research and Development department, MMR worked to identify a sensory formulation that would help to address the decline in sales of an iconic alcoholic drinks brand.


The process was multi-stage, experimentally designed, quantitative testing to find a formulation that not only improved appeal and drinkability amongst younger consumers, but avoided alienating brand loyalists and, most importantly, provided a drinking experience that completely fitted with expectations of the brand – a tall order!


A combination of large scale product testing (including extended usage tests), Liking Segmentation™ and sensory modelling helped to identify a pin-point sensory profile.

Client action

The client took our recommendations on board and optimized the product formulation as suggested.


Sales began to climb, despite no supporting marketing around a formulation improvement.

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