Shared research study link
Celebrity Tequila Brands - Teremana
Understand consumer perceptions of celebrity-founded spirits brands and what drives trust
Study Overview
Updated Jan 13, 2026
Research question: How do consumers perceive celebrity-founded spirits-specifically Teremana/The Rock-and what drives trust and choice.
Research group: Six U.S. consumers (ages 26–42), largely rural/suburban, spanning technical/analytical and value-focused buyers.
What they said: Default reaction is an eye-roll and reduced trust due to an assumed marketing/price premium; at price parity they choose the non-celeb bottle and decide via liquid-first proof (blind/side-by-side: neat then simple margarita), production transparency (NOM, 100% agave, additive policy), consistency/availability, fair price-per-pour, and “next-day feel,” with founder involvement only nudging interest when it is demonstrably hands-on and tied to production decisions. Main insights: Celebrity ownership starts at a trust deficit; “passion project” claims act as a tiebreaker at best; repeat purchase depends on blind-taste performance, disciplined pricing (no celebrity tax), transparent process signals, and reliable distribution/consistency, especially in rural markets.
Takeaways:
Research group: Six U.S. consumers (ages 26–42), largely rural/suburban, spanning technical/analytical and value-focused buyers.
What they said: Default reaction is an eye-roll and reduced trust due to an assumed marketing/price premium; at price parity they choose the non-celeb bottle and decide via liquid-first proof (blind/side-by-side: neat then simple margarita), production transparency (NOM, 100% agave, additive policy), consistency/availability, fair price-per-pour, and “next-day feel,” with founder involvement only nudging interest when it is demonstrably hands-on and tied to production decisions. Main insights: Celebrity ownership starts at a trust deficit; “passion project” claims act as a tiebreaker at best; repeat purchase depends on blind-taste performance, disciplined pricing (no celebrity tax), transparent process signals, and reliable distribution/consistency, especially in rural markets.
Takeaways:
- Win blind: run neat + simple margarita comparisons and publish win rates.
- Price to parity: remove celebrity premium and add trial sizes (375 ml/50 ml).
- Publish production facts: NOM, cooking/milling, additive policy, distillery credits, batch notes/lot lookup.
- Guarantee consistency/availability: QC kill-switch and strong rural on-shelf coverage.
- Shift founder story to operational receipts: documented cuts, sourcing contracts, QC veto-used sparingly.
Participant Snapshots
6 profiles
Derrius Spiker
Derrius Spiker is a 30-year-old White male living in rural Connecticut, USA. He was born in the United States, speaks English at home, and identifies as Evangelical Protestant. He holds a bachelor’s degree in Finance from the University of Connecticut. He i…
Kaysee Prox
Kaysee Prox is a 38-year-old divorced Navy retiree in rural Florida. Faith-led, structured, and frugal. Owns home outright, lives solo with her dog. Prefers reliable, durable solutions, clear value, and privacy. Community-oriented, storm-prepared, and direct.
Sabreena Boring
26-year-old rural Virginia area sales manager in footwear retail. High-earning, single homeowner with a mobility disability. Pragmatic, time-efficient, value-focused. Prefers durable products, clear returns, and accessible solutions; balances regional trave…
Jessie Wu
Thirty-year-old Bangladeshi American permanent resident in rural New Jersey; operations analytics manager in chauffeured transport. High-earning, married, no kids. Pragmatic, privacy-conscious, community-minded; values reliability, transparent pricing, and…
Marquita Sherman
1) Basic Demographics
Marquita Sherman is a 42-year-old White woman living in rural Alabama, USA. She is married, Catholic, and a U.S.-born citizen who speaks English at home. She holds a bachelor’s degree and uses she/her pronouns. She has four…
Dawn Lorang
Dawn Lorang, 39, is a Bloomington, MN nail studio manager and mom of two. Practical, warm, and budget-savvy, she leans community-minded, rides transit, cooks big-batch meals, volunteers at church, and values clear options and durable quality.
Derrius Spiker
Derrius Spiker is a 30-year-old White male living in rural Connecticut, USA. He was born in the United States, speaks English at home, and identifies as Evangelical Protestant. He holds a bachelor’s degree in Finance from the University of Connecticut. He i…
Kaysee Prox
Kaysee Prox is a 38-year-old divorced Navy retiree in rural Florida. Faith-led, structured, and frugal. Owns home outright, lives solo with her dog. Prefers reliable, durable solutions, clear value, and privacy. Community-oriented, storm-prepared, and direct.
Sabreena Boring
26-year-old rural Virginia area sales manager in footwear retail. High-earning, single homeowner with a mobility disability. Pragmatic, time-efficient, value-focused. Prefers durable products, clear returns, and accessible solutions; balances regional trave…
Jessie Wu
Thirty-year-old Bangladeshi American permanent resident in rural New Jersey; operations analytics manager in chauffeured transport. High-earning, married, no kids. Pragmatic, privacy-conscious, community-minded; values reliability, transparent pricing, and…
Marquita Sherman
1) Basic Demographics
Marquita Sherman is a 42-year-old White woman living in rural Alabama, USA. She is married, Catholic, and a U.S.-born citizen who speaks English at home. She holds a bachelor’s degree and uses she/her pronouns. She has four…
Dawn Lorang
Dawn Lorang, 39, is a Bloomington, MN nail studio manager and mom of two. Practical, warm, and budget-savvy, she leans community-minded, rides transit, cooks big-batch meals, volunteers at church, and values clear options and durable quality.
Overview
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Demographic Overview
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Source: U.S. Census Bureau, 2022 ACS 1-year (Table B19001; >$200k evenly distributed for comparison)
Media Ingestion
Connections appear when personas follow many of the same sources, highlighting overlapping media diets.
Questions and Responses
3 questions
Response Summaries
3 questions
Word Cloud
Question Summary
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Summary
Themes
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Outliers
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Persona Correlations
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Overview
Across this batch, celebrity ownership (Dwayne “The Rock” / Teremana) triggers broad, default skepticism anchored in a prior that celebrity spirits are marketing-first and carry a "celebrity tax." Purchase decisions instead follow pragmatic, verifiable signals: blind/side-by-side tasting performance, price-per-pour, transparent production attributes (NOM, 100% agave, additive policy), consistent bottle-to-bottle quality, and real-world social proof (friends, liquor store clerks, local community rituals). Use-case matters: respondents accept celebrity tequila for mixed drinks but demand proof to sip neat. Founder visibility gives at best a small incremental trust bump - it cannot substitute for sensory proof, consistent availability, or fair pricing. To convert trial into repeat purchase, celebrity brands must win blind tastings (or at least tie at a lower price), clearly communicate technical production facts, and ensure reliable distribution and batch consistency, especially in rural markets where local recommendation and availability dominate.
Total responses: 18
Key Segments
| Segment | Attributes | Insight | Supporting Agents |
|---|---|---|---|
| Higher-income, male, technical/professional |
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This cohort applies forensic purchase rules: they demand blind head-to-head proof, track production specs (NOM, distillation, additive policies, batch notes), and quantify the small credibility lift founder involvement might provide. They value operational transparency over storytelling and will not pay a premium without demonstrable sensory superiority. | Derrius Spiker, Jessie Wu |
| Middle-aged/older, female, value-focused (family/local context) |
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Pragmatic purchasers who prioritize price discipline and everyday performance (cocktails, next-day effects). They are willing to try a celebrity brand if it performs in family/social situations and is sensibly priced. Local social proof (parish dads, clerks, neighbors) and repeatability outweigh celebrity origin stories. | Dawn Lorang, Marquita Sherman, Kaysee Prox |
| Younger, career-driven, skeptical of hype |
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Younger professionals with disposable income default away from celebrity bottles at parity; they expect blind tasting proof and consistent quality and explicitly label celebrity ownership as a marketing-driven price premium unless the liquid is demonstrably superior. | Sabreena Boring |
| Rural consumers across ages |
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Availability and repeatability are decisive in rural markets. Local recommendations (clerks, neighbors, community events) frequently trump celebrity marketing; inconsistent releases or limited distribution undermine trust and discourage repeat purchase. | Derrius Spiker, Kaysee Prox, Dawn Lorang, Marquita Sherman, Sabreena Boring, Jessie Wu |
Shared Mindsets
| Trait | Signal | Agents |
|---|---|---|
| Default skepticism toward celebrity-owned spirits | Immediate negative reaction ("eye roll") and an assumption that celebrity brands prioritize marketing and margin. Celeb ownership alone rarely convinces purchase. | Derrius Spiker, Kaysee Prox, Dawn Lorang, Sabreena Boring, Marquita Sherman, Jessie Wu |
| Blind, side-by-side tasting as the primary trust filter | Respondents favor a simple sensory test (neat sip, basic cocktail comparison) and will buy only if the celebrity brand wins or ties at a favorable price point. | Derrius Spiker, Kaysee Prox, Sabreena Boring, Jessie Wu, Marquita Sherman, Dawn Lorang |
| Price sensitivity and resistance to a 'celebrity tax' | If quality is equal, most will choose the cheaper non-celebrity bottle; many quantify unwillingness to pay significant premium for a celebrity name. | Derrius Spiker, Sabreena Boring, Jessie Wu, Marquita Sherman, Dawn Lorang |
| Use-case differentiation (mixers vs. sipping) | Celebrity tequila is considered acceptable for cocktails/margaritas but must demonstrate higher quality to be used neat. | Derrius Spiker, Kaysee Prox, Jessie Wu, Marquita Sherman |
| Founder involvement yields at best a small credibility bump | Visible, demonstrable founder action (sourcing, QC) reduces skepticism marginally but cannot replace blind sensory proof or fair pricing. | Derrius Spiker, Jessie Wu, Kaysee Prox, Dawn Lorang, Marquita Sherman |
| Operational and sensory transparency matter | Certifications and technical signals (NOM, 100% agave, additive policies, batch consistency) are 'boring' but trusted details that materially influence purchase and repeatability. | Jessie Wu, Derrius Spiker, Kaysee Prox, Sabreena Boring |
| Next-day/after-effects are a purchasing heuristic | Low/no hangover after two pours is used by several respondents as a quick quality test and influences repeat purchase decisions. | Kaysee Prox, Marquita Sherman, Dawn Lorang, Jessie Wu |
Divergences
| Segment | Contrast | Agents |
|---|---|---|
| Dawn Lorang (middle-aged, value-focused) | Relatively charitable toward the celebrity founder - gives The Rock a 'tiny pass' for perceived work ethic, whereas many others default to dismissal of celebrity ownership. | Dawn Lorang |
| Derrius Spiker (higher-income technical) | Despite high income, he emphasizes technical production metrics and batch-level QC over branding or social convenience - an atypically forensic approach for his income bracket. | Derrius Spiker |
| Marquita Sherman (community-reliant buyer) | Relies heavily on community rituals and localized social proof (parish fish-fry customs) as decisive trust vectors, a cultural channel less prominent among other respondents. | Marquita Sherman |
| Younger career-driven professionals | More likely to reject celebrity bottles at parity and require proof via blind tastings; less swayed by founder narratives than older/value-focused buyers who might try brands for social situations. | Sabreena Boring |
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Recommendations & Next Steps
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Overview
Consumers begin at a trust deficit when they learn a tequila is celebrity-founded. To earn trial and repeat, the brand must win on liquid-first proof (blind tastings), keep pricing disciplined with no celebrity tax, show boring, verifiable production details (NOM, cooking/milling, additive policy), and maintain batch consistency + shelf availability (especially in rural markets). Founder "passion" provides only a small nudge and should be expressed as operational receipts (cuts, sourcing, QC vetoes) rather than PR. The plan prioritizes ROI-positive sampling, transparent labeling, price/pack architecture, and distribution reliability to convert skepticism into repeat purchase.
Quick Wins (next 2–4 weeks)
| # | Action | Why | Owner | Effort | Impact |
|---|---|---|---|---|---|
| 1 | Publish a one-page Transparency Card | Addresses the demand for production proof with clear NOM, 100% agave, cooking/milling, fermentation, distillery credits, and additive policy. | Brand + Regulatory | Low | High |
| 2 | Run "Prove-It" blind pours at key on/off-premise | Shifts decisions to taste-first by letting the liquid win head-to-head neat and in a simple margarita. | Trade Marketing + Field | Med | High |
| 3 | Immediate price parity audit and tactical promos | Removes perceived celebrity tax and aligns value-per-pour with mid-shelf benchmarks. | Finance/Pricing + Sales | Low | High |
| 4 | Retail clerk cheat-sheet and shelf talkers | Equips local influencers with boring facts that shoppers trust; shifts conversation from hype to specs. | Sales Enablement | Low | Med |
| 5 | Introduce/feature 375 ml trial size | Reduces risk for skeptical buyers; supports trial in both sipping and mixer use-cases. | Commercial + Supply | Med | High |
| 6 | Batch notes + lot lookup microsite | Signals consistency and QC; reassures buyers who fear batch drift and additives. | QA + Digital | Low | Med |
Initiatives (30–90 days)
| # | Initiative | Description | Owner | Timeline | Dependencies |
|---|---|---|---|---|---|
| 1 | Liquid-First Proof Program | National sampling framework: blind flights vs. mid-shelf comps, neat + 2:1:1 margarita tests, with simple scorecards and on-the-spot purchase incentives. Capture win-rate, conversion, and next-day feedback via QR. | Trade Marketing + Insights | Pilot 6–8 weeks in 8 cities; scale nationally by month 4 | Sampling compliance by state, Partner bars/retailers, Budget for LTO coupons, Field staffing |
| 2 | Transparency & Certification Stack | Deploy a NOM-forward label panel, additive-free verification (third-party if possible), distillery credits, and a microsite with process explainer, batch notes, and QC policy. | Regulatory + Brand + QA | Microsite in 4–6 weeks; packaging refresh in 12–16 weeks | Legal review, Printer/pack lead times, Certification partner, Distributor sell-in for refreshed SKUs |
| 3 | Price & Pack Architecture Reset | Eliminate perceived celebrity tax, set clear price ladders by expression, and add 375 ml and select 50 ml formats for trial. Use EDLP or predictable promos to avoid hypey spikes. | Finance/Pricing + Sales | Parity audit + promo plan in 4 weeks; new packs in 12–20 weeks | COGS analysis, Distributor approvals, Forecasting for new packs, Retail planograms |
| 4 | Availability & Consistency Uplift | Raise service levels in rural/suburban doors; implement a QC kill-switch for off-spec batches; publish OOS recovery SLAs. | Supply Chain + QA | S&OP tweaks in 30 days; 90-day availability lift | Demand planning, Distributor inventory targets, QA SOPs, Retailer collaboration |
| 5 | Community WOM Engine | Sponsor low-gloss, high-trust local occasions (fish fries, taco nights), seed 375 ml for community hosts, and equip clerks with spec-first talking points and simple tastings. | Field Marketing + Local Partnerships | Stand up in 6–8 weeks; ongoing seasonal calendar | Local permitting, Sampling kits, Community org agreements, Measurement via QR offers |
| 6 | Founder-to-Operations Receipts | Replace PR monologues with short, verifiable clips: cut-point sessions with the maestro, agave sourcing contracts, and QC veto moments-validated by third parties. Use sparingly as a tiebreaker. | Comms + Production | Content capture in 8–10 weeks; drip release over 3 months | Distillery access, Third-party validators, Legal claims review |
KPIs to Track
| # | KPI | Definition | Target | Frequency |
|---|---|---|---|---|
| 1 | Blind Taste Win-Rate | Share of head-to-head flights where our pour wins or ties vs. target mid-shelf set (neat + basic margarita). | ≥60% win or tie; ≥35% outright win | Monthly |
| 2 | Trial-to-Purchase Conversion | Percent of samplers who purchase within 7 days (tracked via QR or POS promo codes). | ≥20% conversion | Monthly |
| 3 | Repeat Purchase Rate (90-day) | Percent of first-time purchasers who rebuy within 90 days in the same banner/ZIP. | +15% vs baseline | Monthly |
| 4 | Price Parity Index | Average retail price vs. mid-shelf competitive set for each expression. | ≤1.03x index (no material premium) | Monthly |
| 5 | Rural On-Shelf Availability (OSA) | Percent of target rural/suburban doors in-stock at planned price points. | ≥95% OSA in target doors | Monthly |
| 6 | Retailer Education Coverage | Share of priority doors where clerks completed the spec-first micro-training. | ≥80% of priority doors | Quarterly |
Risks & Mitigations
| # | Risk | Mitigation | Owner |
|---|---|---|---|
| 1 | Batch drift or supply constraints undermine consistency claims. | Implement QC kill-switch, publish batch notes, and prioritize core expressions in allocations. | QA + Supply Chain |
| 2 | Perception of over-marketing reignites celebrity skepticism. | Cap founder-led content; emphasize proof-in-glass and third-party validation over PR. | Brand/Comms |
| 3 | Margin compression from price parity and trial packs. | COGS optimization, focus on high-velocity channels, and measure promo ROI tightly. | Finance/Pricing |
| 4 | Regulatory constraints on sampling and additive claims. | State-by-state compliance playbook; use verified, defensible language and third-party certifications. | Legal/Compliance |
| 5 | Distributor pushback on pack changes and pricing. | Joint business plans with clear velocity incentives; phased rollouts to de-risk inventory. | Sales (Distributor Management) |
Timeline
0–30 days: Launch transparency card, clerk cheat-sheets, price parity promos, and OOS recovery plan. 30–90 days: Pilot blind tasting program, community WOM activations, rural availability uplift, and lot-lookup microsite. 90–180 days: Scale sampling nationally, roll out 375 ml/50 ml packs, implement packaging refresh with NOM-forward panel and certification.
Research Study Narrative
Objective & Context
Objective: Understand consumer perceptions of celebrity-founded spirits brands (focus: Teremana) and what drives trust. Across three questions, respondents began at a trust deficit on learning Teremana is Dwayne “The Rock” Johnson’s brand, often describing an “eye roll” and a presumed “celebrity tax.” Evidence: Jessie Wu-“marketing budget first, liquid second”; Sabreena Boring-“label reads like a marketing tax.”
What We Learned (Cross-Question)
1) Default skepticism; price sensitivity. Celebrity ownership decreases baseline trust and triggers resistance to premiums. Derrius Spiker quantified tolerance: “$10 premium for a $0.50 autograph.” Most will not pay more at parity.
2) Liquid-first proof decides. Purchase paths are pragmatic and test-driven: blind neat sip, then simple cocktail (margarita/ranch water) to validate value-per-pour. Kaysee Prox: “Taste head-to-head: neat first, then a simple marg.” To convert trial to repeat: demonstrable taste quality in blind comparisons, disciplined pricing, and consistent shelf presence.
3) Transparency builds trust. Clear production details-NOM, 100% agave, no diffuser/additives claims, named distillery/maestro-are “boring” but trusted signals. This is especially salient among technically minded buyers (e.g., Jessie Wu calls out NOM and diffuser vetting).
4) Use-case matters. Many accept celebrity tequila for mixers; to be sipped neat, it must earn its place through sensory proof and consistency (including next-day feel).
5) Founder involvement is a nudge, not a moat. Genuine, hands-on involvement offers a small conditional lift-enough to earn a blind-lineup slot-but doesn’t justify a premium or loyalty absent product performance. Derrius frames it as a “5% trust lift, not 50.” A minority gives The Rock a modest credibility bump due to perceived work ethic (Dawn Lorang) but still demands proof in the glass and on the receipt.
Persona Correlations
- Higher-income, male, technical/professional (30s–40s): Forensic vetting (NOM, additive policy, batch notes); will not pay a premium without blind win/tie. Supported by Derrius Spiker, Jessie Wu.
- Middle-aged/older, female, value-focused (family/local): Pragmatic; prioritizes price discipline, cocktail performance, and next-day effects; trusts local clerks/neighbors. Supported by Dawn Lorang, Marquita Sherman, Kaysee Prox.
- Younger, career-driven, skeptical of hype: Defaults away from celebrity bottles at parity; requires blind proof and consistency. Supported by Sabreena Boring.
- Rural consumers (cross-age): Availability and repeatability are decisive; local word-of-mouth and clerk guidance trump celebrity marketing.
Recommendations
- Publish a one-page Transparency Card: NOM-forward label details, additive policy, cooking/milling, fermentation, distillery credits; mirror on a batch-notes microsite.
- Run “Prove-It” blind pours: Neat and 2:1:1 margarita against mid-shelf comps; simple scorecards; on-the-spot incentives.
- Eliminate perceived “celebrity tax”: Price parity audit and predictable promos; align value-per-pour with mid-shelf benchmarks.
- Equip local influencers: Retail clerk cheat-sheets and shelf talkers that anchor on specs, not hype.
- Lower trial risk: Introduce/feature 375 ml (and select 50 ml) to support neat and mixer use-cases.
- Ensure consistency and availability: Tight QC with a batch kill-switch; prioritize rural/suburban on-shelf availability.
Risks & Guardrails
- Batch drift/supply constraints: Mitigate via QC kill-switch, published batch notes, core allocation priority.
- Over-marketing backlash: Cap founder-led PR; emphasize third-party validation and blind results.
- Margin compression: Offset with COGS optimization and focused channel mix; measure promo ROI tightly.
- Regulatory constraints: State-by-state sampling compliance; defensible additive language.
- Distributor pushback: Joint business plans with velocity incentives; phased rollouts.
Next Steps & Measurement
- 0–30 days: Launch Transparency Card and microsite stub; clerk cheat-sheets; price parity promos; OOS recovery plan in rural doors.
- 30–90 days: Pilot blind tasting program in 8 cities; community WOM activations (low-gloss local events); availability uplift; lot/batch lookup live.
- 90–180 days: Scale sampling nationally; roll out 375 ml/50 ml; packaging refresh with NOM-forward panel and additive-free verification.
- KPIs: Blind taste win/tie rate (≥60%; ≥35% outright wins), trial-to-purchase within 7 days (≥20%), 90-day repeat (+15% vs. baseline), Price Parity Index (≤1.03x vs. mid-shelf), Rural OSA (≥95% in target doors).
Decision rule: Win the blind, hold the line on price, prove consistency at scale-then amplify.
Recommended Follow-up Questions
Updated Jan 13, 2026
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How much initial trust do you have in the product quality of each of the following: (a) a tequila with a celebrity founder (in general), (b) Teremana, (c) a tequila without celebrity backing?matrix Quantifies the trust deficit and Teremana’s relative position, informing how much lift communications must deliver.
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For a 750ml bottle of Teremana Blanco in your area, enter the price (USD) at which it is: (1) too cheap to trust, (2) a bargain, (3) getting expensive but still consider, (4) too expensive to buy.matrix Establishes acceptable price band and premium tolerance to guide pricing and promo guardrails.
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Which proof points would most increase your likelihood to try or buy a celebrity tequila? Select based on importance.maxdiff Prioritizes the most persuasive trust signals for pack, POS, and media.
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Which cues make you least likely to trust or buy a celebrity tequila? Select based on how off-putting they are.maxdiff Identifies red flags to avoid in packaging, messaging, and launch tactics.
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Which of the following would most likely trigger your first purchase of Teremana? Rank your top 5 from most to least likely.rank Directs activation mix by revealing highest-yield trial triggers across channels.
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How likely are you to choose Teremana for each occasion: sipping neat at home; making a simple margarita at home; mixed drinks at a party; ordering a margarita at a restaurant; shots at a bar; gifting a bottle; hosting a special dinner?matrix Maps usage occasions to prioritize positioning, on/off-premise focus, and pack strategy.
Configure detailed attribute lists for the MaxDiff items (proof points and red flags) to reflect tequila-specific signals (e.g., NOM, additive policy, production methods, third-party verification). Consider 5–7 point scales for matrices.
Study Overview
Updated Jan 13, 2026
Research question: How do consumers perceive celebrity-founded spirits-specifically Teremana/The Rock-and what drives trust and choice.
Research group: Six U.S. consumers (ages 26–42), largely rural/suburban, spanning technical/analytical and value-focused buyers.
What they said: Default reaction is an eye-roll and reduced trust due to an assumed marketing/price premium; at price parity they choose the non-celeb bottle and decide via liquid-first proof (blind/side-by-side: neat then simple margarita), production transparency (NOM, 100% agave, additive policy), consistency/availability, fair price-per-pour, and “next-day feel,” with founder involvement only nudging interest when it is demonstrably hands-on and tied to production decisions. Main insights: Celebrity ownership starts at a trust deficit; “passion project” claims act as a tiebreaker at best; repeat purchase depends on blind-taste performance, disciplined pricing (no celebrity tax), transparent process signals, and reliable distribution/consistency, especially in rural markets.
Takeaways:
Research group: Six U.S. consumers (ages 26–42), largely rural/suburban, spanning technical/analytical and value-focused buyers.
What they said: Default reaction is an eye-roll and reduced trust due to an assumed marketing/price premium; at price parity they choose the non-celeb bottle and decide via liquid-first proof (blind/side-by-side: neat then simple margarita), production transparency (NOM, 100% agave, additive policy), consistency/availability, fair price-per-pour, and “next-day feel,” with founder involvement only nudging interest when it is demonstrably hands-on and tied to production decisions. Main insights: Celebrity ownership starts at a trust deficit; “passion project” claims act as a tiebreaker at best; repeat purchase depends on blind-taste performance, disciplined pricing (no celebrity tax), transparent process signals, and reliable distribution/consistency, especially in rural markets.
Takeaways:
- Win blind: run neat + simple margarita comparisons and publish win rates.
- Price to parity: remove celebrity premium and add trial sizes (375 ml/50 ml).
- Publish production facts: NOM, cooking/milling, additive policy, distillery credits, batch notes/lot lookup.
- Guarantee consistency/availability: QC kill-switch and strong rural on-shelf coverage.
- Shift founder story to operational receipts: documented cuts, sourcing contracts, QC veto-used sparingly.
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