Hall and Woodhouse ales strategy
17 September 2024Creating a multi-staged approach to drive the ale category.
This project was a real success. Straight away IGD had a quick grasp of our business and the category issues and opportunities. IGD adopted a really thorough approach, were professional and demonstrated great teamwork. Everyone was approachable and keen to get the best results for us.
Jon Black, Head of Sales, H&W
The challenge
Hall & Woodhouse approached IGD to support with a strategic project to explore the long-term future of the premium ale category in the UK off-trade market.
Our solution
We adopted a multi-staged approach to this project with three clear areas:
Diagnostic category assessment: gain an in-depth understanding of the category via data provided by H&W
Shopper and retailer research to bring the outside in: we conducted an in-depth shopper study and retailer interviews to understand the importance of the PBA category and the H&W brands.
Strategy into action to drive competitive advantage: we workshopped partnership with the senior H&W team to develop an action plan
The outcome
The findings have been instrumental in H&W’s category vision and have contributed to improved retailer relationships. The research built foundations for a brand refresh and has been commended across the trade press for bringing new life into the category.
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