Clients: Edrington Group and Eureka Ranch

New Product Introduction

In 2008, Dunne was hired to plan and execute a research and sampling program for The Edrington Group of Scotland, makers of a scotch whisky called The Famous Grouse. The client was aiming to create a disciplined analysis process to measure consumer and retail dynamics for new scotch products. The program developed in partnership with The Edrington Group of Scotland and Eureka Ranch of Ohio, involved awareness generation, distribution, trial and repeat purchase. In 2010, Edrington and Eureka hired Dunne to assist in testing the Caribbean's leading rum brand, Brugal, as part of the products planned entry and distribution in the North American market. These new marketing and testing models proved to be the most effective of those trialed anywhere in North America and the process is now being used for testing other products in the US.