Market Research · Wine producer · Budapest
Brand perception study that killed a bad rebrand.
Client
Kovács Wines
Sector
Wine producer · Budapest
Service
Market Research
A 90-year-old wine producer was about to rebrand for a younger market. Our study showed it would have cost them their core customers.
The problem
Kovács Wines' new CMO wanted to "modernize" the brand for under-35 buyers. The board was hesitant — and right to be. Pre-investment validation was critical.
Our approach
Brand Perception Study: 400 quantitative responses + 10 qualitative interviews across age bands and regions. Brand attribute mapping, NPS benchmarking, competitor perception comparison.
The result
The data showed Kovács' core customers — Gen X and boomer wine collectors — would actively reject the proposed direction. The rebrand was reframed as a sub-brand instead, preserving the heritage line.
Metrics
Responses collected
Strategic pivot
Revenue protected
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