Shared research study link

Bourbon Brand Perception - Heaven Hill

Understand what drives bourbon purchase and brand loyalty among whiskey drinkers

Study Overview Updated Jan 14, 2026

Research question: What drives bourbon purchase and loyalty-taste, price, or brand; will drinkers trust bartender recommendations; and would they choose lesser-known Kentucky “hidden gems” over famous labels if they taste better?
Research group: 6 US whiskey drinkers (ages 29–58) across regions and incomes (sales, IT, restaurant, operations)-from methodical tasters to price-first casuals and a health-constrained light drinker (Heaven Hill Bourbon Study).

What they said: Consensus is that taste rules, bounded by a $25–$45 mid-shelf budget, easy re-buyability, and real-life context (neat/one cube performance, smooth mouthfeel, low burn/after-effects).
Brand is mainly a consistency/gifting cue; most reject a hype premium and will pick an unknown that delivers superior taste-per-dollar-including “hidden gems” like Evan Williams or Elijah Craig.
They’ll trust a bartender’s unknown pick with a tiny taste, posted price, and concrete specs (proof, origin, age/mash, specific notes), and grow skeptical at price-only pitches, vague “smooth” claims, gimmicky finishes, or hard-sell tactics.

Takeaways: Position around taste-per-dollar at mid-shelf pricing, lead with spec-rich credibility, and prove it via low-risk sampling (half/1 oz pours) that shows the whiskey holds up on ice.
Operationalize: mandate transparent pricing and consistent distribution for re-buy, equip bartenders with a 30-second consultative script, de-emphasize scarcity/hype, and run blind A/B trials to convert curiosity into loyalty.

Participant Snapshots

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6 profiles

Angelica Roque

Angelica Roque, 29, is a Jacksonville-based Senior Account Executive serving marine and industrial accounts. A separated homeowner earning $200k+, she’s pragmatic and organized—fitness-focused, photographer-gamer volunteer—favoring durable value, clear pric…

Brian Mingo

58-year-old school tech specialist in Waldorf CDP, Maryland. Married, childfree, careful budgeter. Values reliability, community, and clear communication. Mentors robotics, cooks at home, manages health, and prefers practical, durable products over flashy t…

Ryan Mahon

1) Basic Demographics

Male, 42. White. Married. No children. Lives in Columbus city, OH, USA. Born in the United States. Language at home: English. Religion: Mainline Protestant (United Methodist, attends irregularly). Education: Associate-level…

Katie Maiava

Katie Maiava, Cantonese-speaking paratransit dispatcher, 57, married without children in East LA. Frugal homeowner, diabetic with knee issues. Pragmatic, community-minded, values clear instructions, fair pricing, and safety. Prefers durable, accessible, bil…

Steven Paley

Steven Paley, 53, is a pragmatic higher-ed partnerships leader in Los Angeles city. Married with two kids, he rents for flexibility, bikes to work, values evidence, privacy, and time efficiency, and prioritizes measurable outcomes.

Geoffery Ortega

Geoffery Ortega, 39, is a Spanish-first shift lead in a San Antonio taqueria. Married with two kids, uninsured, and budget-focused. Pragmatic, church-connected, and risk-averse, he values clear pricing, reliability, and family-centered conveniences.

Angelica Roque

Brian Mingo

Ryan Mahon

1) Basic Demographics

Katie Maiava

Steven Paley

Geoffery Ortega

Overview 0 participants

Sex / Gender

Race / Ethnicity

Locale (Top)

Occupations (Top)

Demographic Overview No agents selected

Age bucket	Male count	Female count

Participant locations No agents selected

Participant Incomes US benchmark scaled to group size

Income bucket	Participants	US households

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

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3 questions

Response Summaries

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3 questions

Word Cloud

Persona Correlations

Overview

Taste is the overriding purchase driver across demographics; price and consistent availability act as gating constraints. Brand functions primarily as a tie-breaker, gifting cue, or consistency signal rather than the primary motivator. Consumers cluster around a mid-shelf value sweet spot (~$25–$45) and are willing to adopt lesser-known bourbons when low-risk sensory access (small pours/half-pours) and concrete product details (proof, origin/age range, mash bill, specific tasting notes) are provided. Credible human endorsement (bartender/staff competence), transparent pricing, and repeat availability convert trials into repeat purchases; vague marketing, allocation narratives, or suspiciously low prices generate skepticism. Health/contextual constraints (medications, diabetes, heat) shift priorities toward perceived smoothness and low after-effects, elevating tactile/physiological signals over brand storytelling for some cohorts.

Total responses: 18

Key Segments

Segment	Attributes	Insight	Supporting Agents
Younger, high-income urban professionals (20s–30s)	example traits age ~29 higher discretionary income urban locale (e.g., Jacksonville) sales/marketing roles behaviors document tasting impressions value bartender credibility adopt under-the-radar bottles given credible sensory cues reward good recommendations with loyalty/tipping	Even with disposable income they pursue taste-per-dollar. They convert via credible, low-risk trials and respond to clear sensory detail and bartender validation rather than brand narratives.	Angelica Roque
Older, mid-income habitual drinkers (50s–60s)	example traits age 53–58 mid income range ($48k–$170k) stable household ritualized consumption patterns behaviors short sniff/sip ritual avoid hype premiums prefer bottles that perform in simple serves (cube/rocks) and are reliably available	Practical, ritual-driven buyers who prioritize consistent pleasant experience and re-buyability within the mid-shelf price lane; brand loyalty ties to repeat availability and predictable performance.	Brian Mingo, Steven Paley
Lower-income, hospitality-adjacent workers (late 30s–40s, bilingual)	example traits age ~39 income $25k–$49k restaurant/manager roles Spanish language preference behaviors highly price-sensitive purchase for gifts/cooking more than personal consumption require clear price transparency accept one-ounce trials for validation	Utilitarian buyers focused on price transparency and functional value; brand matters little for personal use but may matter when buying for others-conversions rely on clear price cues and low-risk sampling.	Geoffery Ortega
Older female consumers with health/context constraints (late 50s, non-white)	example traits age ~57 health considerations (diabetes, meds) moderate income East LA locale behaviors prioritize smoothness and low throat burn require small samples and plain-language explanations skeptical of marketing storytelling	Physiological comfort and absence of negative after-effects drive purchase choices more than status or elaborate storytelling; accessible, straightforward information and sample opportunities are critical.	Katie Maiava
Middle-aged, price-conscious curious drinkers (40s, mid income, life-transition)	example traits age ~42 mid income (~$62k) job transitions suburban/urban (Columbus) behaviors taste-first with strict price boundaries dislike allocation/hype respond to proof/age ballpark and specific tasting descriptors willing to repeatedly buy unknowns that outperform in quick tests	Highly pragmatic tasters who will reward sensory superiority within a firm price frame; allocation or hype reduces willingness to adopt despite positive sensory cues.	Ryan Mahon

Shared Mindsets

Trait	Signal	Agents
Taste over brand	Across ages and incomes, sensory experience (flavor, mouthfeel, finish) trumps brand identity; brand is mainly leveraged for gifting or to signal consistency.	Angelica Roque, Brian Mingo, Ryan Mahon, Steven Paley, Katie Maiava, Geoffery Ortega
Mid-shelf price sweet spot	Most respondents cluster around a $25–$45 price range and expect any higher price to be justified by clear sensory or status value.	Brian Mingo, Ryan Mahon, Angelica Roque, Steven Paley, Katie Maiava
Low-risk trial converts	Universal willingness to try unknown bourbons when offered small pours/half-pours; credible tasting opportunities reliably convert to purchases if sensory expectations are met.	Angelica Roque, Brian Mingo, Geoffery Ortega, Steven Paley, Katie Maiava, Ryan Mahon
Demand for concrete product details	Consumers want proof, origin/age ballpark, mash bill cues and specific tasting notes; vague descriptors like 'smooth' are insufficient to persuade.	Ryan Mahon, Angelica Roque, Steven Paley, Brian Mingo
Skepticism toward vague marketing and price-only pitches	Claims of being cheaper than famous brands, allocation hype, or vague accolades without clear sensory justification trigger distrust and reduce trial-to-buy conversion.	Angelica Roque, Steven Paley, Geoffery Ortega, Katie Maiava
Availability and re-buyability matter	Even when a bottle tastes great, scarcity or perceived allocation reduces willingness to adopt it as a routine choice; repeat access is essential for building loyalty.	Steven Paley, Ryan Mahon, Brian Mingo

Divergences

Segment	Contrast	Agents
Younger, high-income professionals	Willing to try and document new bottles and prioritize bartender validation vs. Older habitual drinkers who prioritize ritualized, reliably available mid-shelf bottles and avoid hype.	Angelica Roque, Brian Mingo, Steven Paley
Lower-income hospitality-adjacent buyers	Purchase logic is utilitarian (gifts, cooking, price transparency) and brand-irrelevant vs. other segments where personal sensory preference drives purchases and brand can signal gifting choices.	Geoffery Ortega, Angelica Roque, Ryan Mahon
Health-constrained older female consumers	Prioritize physiological comfort (low burn, predictable after-effects) and plain-language answers vs. taste/price-driven consumers who tolerate some harshness for complexity or value.	Katie Maiava, Ryan Mahon, Steven Paley
Middle-aged price-conscious curious drinkers	Open to unknowns that outperform within strict price boundaries vs. consumers attracted by status/limited releases who may pay premium for perceived exclusivity.	Ryan Mahon, Angelica Roque, Steven Paley

Recommendations & Next Steps

Overview

Consumers choose bourbon by taste, constrained by price (sweet spot $25–$45) and reliable availability. Brand is mainly a trust/gifting signal; people reject a hype tax unless performance is clearly better. They convert when given tiny pours, transparent pricing, and concrete details (proof, origin, age/mash bill, real tasting notes). To win, Claude should operationalize a taste-per-dollar value position, make trial low-risk, equip bartenders/retail with specifics, and guarantee re-buyability. Optimize for simple serves (neat/one cube), avoid vague marketing, and highlight consistency over scarcity.

Quick Wins (next 2–4 weeks)

#	Action	Why	Owner	Effort	Impact
1	Spec-rich menus and product pages	Concrete details (proof, origin, age/mash, tasting notes) build trust and outperform vague 'smooth' claims.	Marketing + Product	Low	High
2	Small-pour/half-pour trial policy	Universal willingness to try a tiny taste converts brand unfamiliarity into purchase.	On-Premise/Trade Marketing	Low	High
3	Bartender 30-second script	Personalized, competent guidance (ask prefs, give specifics, no hard sell) earns trust fast.	On-Premise Enablement	Low	High
4	Price transparency + value lane	Clear mid-shelf pricing removes skepticism and aligns with the $25–$45 sweet spot.	Revenue/Trade Strategy	Low	High
5	Availability promise	Re-buyability drives loyalty; scarcity kills adoption even after a good first sip.	Sales Ops + Supply Chain	Med	High
6	One-cube-ready cue	Many evaluate with a single cube; signaling 'holds up on ice' meets real-world use.	Product + Marketing	Low	Med

Initiatives (30–90 days)

#	Initiative	Description	Owner	Timeline	Dependencies
1	Label, menu, and QR spec revamp	Standardize and publish specifics everywhere: proof (target 94–100), origin, age range/mash bill, tasting notes (e.g., caramel, baking spice, clean finish), and 'no hype tax' value story. Add QR to a mobile spec page with a 30-second sniff-and-sip guide and a quick notes feature for customers.	Product Marketing + Design + Legal	Weeks 1–4: content creation/legal; Week 5: print/ship; Week 6: go-live	Regulatory review, Finalized tasting notes, QR landing page build
2	Small-Pour Partner Program	Enable 0.5–1 oz trial pours with POS signaling ('Try a tiny taste'), provide big clear ice molds and clean glassware standards, and reimburse sampling at a fixed rate. Include a bartender script card: ask prefs, give specifics, tiny taste, then offer full pour.	Trade Marketing + Field Sales	Weeks 3–6 pilot (10 bars), Weeks 7–12 expand (50 bars)	Budget for sampling, Venue selection, POS kit production
3	Blind A/B Challenge Nights	Run bar events comparing Claude vs. a famous label at similar proof/price. Collect votes via QR, reveal results, and issue a same-night full-pour or off-prem coupon. Use 'taste-per-dollar' framing without direct denigration.	Brand + Events	Weeks 7–10 (biweekly events), Week 11–12 review/iterate	Event staffing, Legal/compliance review, Coupon mechanics
4	Retail Trial Pack + Shelf Education	Launch 100–200 ml trial sizes in the $9.99–$14.99 lane with shelf talkers highlighting proof, origin, and 'one-cube-ready' cue. Add a QR to a 60-second tasting tutorial and store locator for full-size re-buys.	Retail Marketing + Sales	Weeks 4–10 (design → production → pilot in 20 stores)	Packaging procurement, Retailer approvals, Supply planning
5	Availability & Rebuy SLAs	Prioritize consistent distribution of core SKU(s) in top target ZIPs; set in-stock SLAs (≥90%), minimum on-hand thresholds, and rapid replenishment triggers.	Sales Ops + Supply Chain	Weeks 1–2 planning, Weeks 3–12 execution and monitoring	Demand forecast, Distributor alignment, Inventory buffers
6	Insight instrumentation and feedback loop	Track small-pour to full-pour conversion, blind-win rates, repeat purchase within 30 days, and menu spec completeness. Use QR micro-surveys post-taste to capture 'would buy again' and after-effect feedback.	Data & Insights	Weeks 1–3 setup, Weeks 4–12 reporting dashboards	QR survey build, Venue reporting cadence, Attribution tagging

KPIs to Track

#	KPI	Definition	Target	Frequency
1	Small-pour → full-pour conversion	Percent of tiny/half pours that result in a full pour in the same visit	≥50% at pilot venues	Weekly
2	Trial → repeat purchase rate (30 days)	Share of first-time tasters who purchase a full-size bottle or second pour within 30 days	≥30%	Monthly
3	Blind A/B win rate	Percent of blind tastings where Claude is chosen over the benchmark famous label	≥55%	Per event
4	Menu/spec completeness	Venues/retailers listing proof, origin, age/mash bill, and tasting notes	100% of participating accounts	Monthly
5	In-stock coverage	Percent of target doors in-stock with core SKU(s)	≥90% sustained	Weekly
6	Value perception score	QR micro-survey: 'taste-per-dollar' rating and 'would buy again'	≥70% positive (4–5/5)	Weekly

Risks & Mitigations

#	Risk	Mitigation	Owner
1	Price-led messaging without substance triggers skepticism	Lead with specifics (proof, origin, mash/age, tasting notes) and a tiny taste; avoid 'better than X' claims without context.	Marketing + Legal
2	Sampling costs outpace ROI	Cap pours at 0.5–1 oz, concentrate on high-conversion venues, and halt underperforming accounts based on KPI thresholds.	Trade Marketing + Finance
3	Supply gaps undermine re-buyability	Build safety stock in core markets, prioritized allocations, and rapid replenishment SLAs with distributors.	Supply Chain + Sales Ops
4	Compliance/health-language pitfalls	Avoid health/after-effect claims; use compliant language ('clean finish', 'balanced'); route all copy through legal review.	Legal/Regulatory
5	Pushy bartender incentives create distrust	Train on consultative scripts, reward on conversion + guest CSAT, and audit for hard-sell behavior.	On-Premise Enablement

Timeline

Weeks 1–2: Finalize positioning, legal review; draft spec content; plan supply and target venues.
Weeks 3–4: Produce POS/QR, train pilot bartenders, enable tiny-pour policy; launch dashboards.
Weeks 5–6: Pilot live in 10 bars + 10 retail doors; collect conversion and feedback; tune scripts/pricing.
Weeks 7–10: Expand to 50 bars/20 retail; run Blind A/B Nights; deploy trial packs; optimize distribution SLAs.
Weeks 11–12: KPI review, ROI model, scale plan; lock next-quarter allocations and event calendar.

Research Study Narrative

Objective and context

We set out to understand what drives bourbon purchase and loyalty among whiskey drinkers, with a focus on how “hidden gem” Kentucky bourbons such as Evan Williams and Elijah Craig (often praised by experts yet less ubiquitous than Jack Daniel’s) can win consideration and repeat purchase.

What drives choice: cross-question learnings

Taste first, within real-life constraints. Across respondents, sensory performance-balance, mouthfeel, clean finish, and how it drinks neat or with one cube-decides the winner (e.g., Angelica Roque: “Taste. Every time.”). Yet this is bounded by practicalities: a clear mid-shelf sweet spot around $25–$45 (Brian Mingo), easy re-buyability, and context (ice/temperature, occasion, health/meds). Some elevate smoothness and low after-effects above complexity (Katie Maiava).
Brand = signal, not a surcharge. Brand mostly signals consistency and is handy for gifting, but respondents resist paying a “hype tax” absent clear sensory outperformance. Many will pick an unknown over a famous bottle if it tastes better or delivers better taste-per-dollar.
Trial reduces risk and converts. People actively sample via bar pours, tiny tastes, and quick blind A–B tests before committing; they keep informal notes and use after-effects to inform repurchase.
Trusted human guidance matters. When bartenders ask about preferences and offer specifics-proof, origin, age/mash bill, tasting notes beyond “smooth”-respondents readily try a tiny taste or half pour (Brian Mingo). Price-only pitches and hard-sell vibes trigger skepticism (Angelica Roque).
Hidden gems get a fair shot. There is strong enthusiasm to try Evan Williams/Elijah Craig when they hit the palate/price/practicality trifecta. Familiar brands persist for gifts, batch cocktails, or in “sketchy bar” contexts where reliability is paramount.

Persona correlations and nuances

Younger, high-income urban explorers (e.g., Angelica Roque): document tastings, reward credible bartender recs, and adopt under-the-radar bottles when given specifics and a tiny taste.
Older, ritual-driven value seekers (Brian Mingo, Steven Paley): operate in the mid-shelf lane, avoid hype, use a repeatable sniff/sip routine, and prize re-buyability and performance with one cube.
Price-first utilitarians (Geoffery Ortega): buy for gifts/cooking, demand price transparency, and limit risk to a single ounce.
Health-constrained pragmatists (Katie Maiava): prioritize smoothness, low burn, and predictable next-day feel; prefer plain-language explanations and very small samples.
Price-conscious curious tinkerers (Ryan Mahon): embrace unknowns that win on taste within strict price boundaries; distrust allocation narratives.

Implications and recommendations for Heaven Hill

Lead with taste-per-dollar, not hype. Position core SKUs squarely in the $25–$45 value lane; make the case with concrete specs (proof, origin, age/mash bill) and specific notes (e.g., vanilla/oak, rye spice, clean finish).
Make trial tiny and easy. Enable 0.5–1 oz tastes and half pours with clear pricing; provide POS that signals “Try a tiny taste.”
Equip the bar to consult, not sell. Provide a 30-second bartender script: ask preference, share proof/notes, offer a tiny taste, then a full pour-no pushiness.
Guarantee re-buyability. Maintain consistent distribution and in-stock coverage; scarcity undermines adoption even after a great first sip.
Validate with blind A/B. Run comparative tastings versus famous labels at like proof/price to let palates decide; capture votes via QR.
Offer retail trial sizes. 100–200 ml packs with spec-rich shelf talkers and a QR to a 60-second tasting ritual (neat or one cube).

Risks and guardrails

Avoid price-only messaging. Pair value with specs and a tiny taste to prevent skepticism.
Control sampling ROI. Cap pours at 0.5–1 oz and focus on high-conversion venues.
Mind supply discipline. Stockouts erode trust; set in-stock SLAs and fast replenishment triggers.
Stay compliant. Use sensory language (“clean finish,” “balanced”); avoid health claims.
Prevent hard-sell behaviors. Incentivize consultative service and guest satisfaction.

Next steps and measurement

Weeks 1–2: Finalize positioning and spec content; legal review; plan priority markets and SLAs.
Weeks 3–4: Produce POS/QR; train pilot bartenders; activate tiny-pour policy; launch dashboards.
Weeks 5–6: Pilot in 10 bars/10 retail doors; gather conversion and feedback; tune scripts/pricing.
Weeks 7–10: Expand to 50 bars/20 retail; run blind A/B nights; deploy trial packs; optimize distribution.
Weeks 11–12: Review KPIs and ROI; scale plan and next-quarter allocations.

KPIs: tiny-pour → full-pour conversion ≥50% (weekly); trial → repeat (30 days) ≥30% (monthly); blind A/B win rate ≥55% (per event); menu/spec completeness 100% of participating accounts (monthly); in-stock coverage ≥90% (weekly).

Recommended Follow-up Questions Updated Jan 14, 2026

Thinking about rebuying a bourbon you’ve had before, which factors are most and least important in your decision? (Attributes: Reliable taste from batch to batch; Easy to find at stores where I shop; Everyday price feels fair; Low harshness/after-effects the next day; Works well both neat and in cocktails; Positive prior experience with this bottle; Loyalty rewards or regular promotions; Brand story or values I relate to; Practical packaging/closure (pours, reseals well); Consistent proof/ABV th...

maxdiff Pinpoints loyalty drivers for repeat purchase to guide retention messaging, packaging tweaks, and promo levers.
What is the maximum price you would be willing to pay for a standard 750ml bottle in each context? (Rows: Everyday sipper for myself; Special occasion bottle for myself; Gift for a bourbon enthusiast; Gift for a casual recipient/host.)

matrix Defines price ceilings by occasion to inform pricing, pack architecture, and promo guardrails.
How much do you trust each of the following sources when deciding which bourbon to buy? (Bartender recommendations; Retail staff recommendations; Close friends/family; Expert reviews/articles; Aggregate user reviews; Social media influencers; Brand website/product page; Whiskey clubs/communities; Retail shelf tags/awards.)

likert Identifies highest-trust influence channels to prioritize in advocacy, media, and retail signage.
Thinking about the past 6 months, please provide the following about your bourbon purchases. (Rows: Number of different bourbon brands purchased; Percentage of your bourbon purchases from your single most-bought brand; Number of times you repurchased the exact same expression.)

matrix Quantifies repertoire breadth and share-of-wallet to set loyalty KPIs and CRM targeting.
Which of the following would most increase your likelihood of trying an unfamiliar bourbon? (0.5–1 oz paid taste at a bar; Free in-store sample; Bar flight featuring it; 50 ml mini bottle; 375 ml half-bottle; Limited-time discount; Money-back guarantee on first bottle; Clear shelf card with specs and tasting notes; Staff pick tag with personal notes; Bundle including glassware or mixer; Loyalty points/bonus offer.)

multi select Determines the most effective trial mechanisms to design sampling programs and trade promotions.
For your ideal everyday bourbon, where on each scale would you place your preference? (Light-bodied vs Full-bodied; Low sweetness vs Noticeably sweet; Low spice/heat vs High spice/heat; Subtle oak vs Prominent oak/char; Short finish vs Long finish; Lower proof (80–90) vs Higher proof (100+); Better neat vs Better in cocktails.)

semantic differential Maps target sensory profile to guide product development, blending, and positioning.

Use 5-point Likert anchors (Do not trust at all–Completely trust). For matrices, collect numeric dollar entries and counts; validate ranges (0–100 for percentages).

Study Overview Updated Jan 14, 2026

News & Media

Source	Weight

Bourbon Brand Perception - Heaven Hill

Angelica Roque

Brian Mingo

Ryan Mahon

1) Basic Demographics

Katie Maiava

Steven Paley

Geoffery Ortega

Angelica Roque

Brian Mingo

Ryan Mahon

1) Basic Demographics

Katie Maiava

Steven Paley

Geoffery Ortega

Sex / Gender

Race / Ethnicity

Locale (Top)

Occupations (Top)

Summary

Themes

Outliers

Overview

Key Segments

Shared Mindsets

Divergences

Overview

Quick Wins (next 2–4 weeks)

Initiatives (30–90 days)

KPIs to Track

Risks & Mitigations

Timeline

Objective and context

What drives choice: cross-question learnings

Persona correlations and nuances

Implications and recommendations for Heaven Hill

Risks and guardrails

Next steps and measurement

Distinct Market Research Groups

Marketing Reports Generated

Digital Twin Synthetic Personas

Questions Answered