MNT Launching Strategy

For Casual Socializer, “Mnt” VALIDATEs their attitude of being comfortable in their own skin. because MNT is made WITH gin that MIRRORS THEIR Sophistication and originality.  

Re-defining the market

  1. The market definition was re-defined and re-focused on the ready-to-drink (RTD) cocktail market instead of Mood Refresher which was too broad.

  2. This implies a redefinition of the competition, not including beer and wine, but looking at how those categories are trying to enter the market with brands like Bud launching Bud light seltzer in the ready-to-drink market.

  3. Falling into the Cocktail category on the LCBO website.

Re-defining the Target audience

Demographics: 

  • Age: 30-60, Men and Women/ Gender neutral, High Profile Socializers, Affluent, established urban families and couples.

  • Income: Higher Disposable Income

  • Occupation: Business and educated Professionals, Entrepreneurs, Ambitious, Career-oriented

  • Geographic: Canada – Ontario, Quebec, Alberta, Saskatchewan, and British Columbia Urban, affluent suburbs, countryside, mostly in cosmopolitan areas, drive higher-end cars.

Psychographics: 

  • Prestige-oriented status yet grounded

  • Tends to favor quality over price, tend to relish their drinks, are responsible drinkers, and are alcohol connoisseurs.

  • Consumers need drinks that scintillate their taste buds, they are financially stable, have a good social circle, are outgoing, and are extroverts.

  • Our Target audience enjoys having a get-together with their friends and family, probably in their backyard/ poolside, or indoors and make it an authentic event. They make a great host by remaining authentic with their knowledge about the drinks they serve their guests. They prioritize and value experience.

Lifestyle

  • Our TA enjoys Classic movies, theatre, jazz music, and exhibition. 

  • They enjoy traveling, spas, and wine tours.

  • They are likely to have Golf club membership and are Country club members where they enjoy getting together with friends and family and reminiscing their experiences.

Behavioral:

  • We can find our TA at lounges, distilleries, and upscale fine dining restaurants with friends, families, and businesses. (Earls- Informal, Four Seasons- Formal/ corporate clients). They take personal satisfaction from sharing that moment as a way of self-recognition.  They like experiencing new products despite having a loyal brand. They mold and adapt to new alcoholic beverages in the market depending on their surroundings. 

Attitude:

  • I am willing to pay more for a product if it savors my taste bud and is quality enriched.  

  • I am willing to drink MNT because it helps me create an experience and live in the moment.  

  • I like to learn about the products I consume and know the ingredients to understand better the product

Re-positioning the Brand in the consumer mind

  • Sophistication / Not Sophistication

    • The level that the brand appears sophisticated

  • Value/ Premium

    • The level that the product appears as a value or premium product.

  • Summary

    • The brand will be seen as offering a unique premium Canadian brand image to its consumer.

Benefit to the consumer

Remains a Personal Statement of being comfortable in their own skin showing authenticity and sophistication

Gin by itself resembles sophistication, and that is exactly the benefit that we will use to resonate with our consumers. MNT will take advantage of the halo effect that gin has, providing the target audience with the authenticity that matches their personality.  

  • More than a drink, a beverage is a personal statement - "you are what you drink".

  • Our customers want to show the world that they do not go with the crowd, they are not trendy, and they stick with their sophistication and originality no matter what their friends and family will think.

  • They are casual socializers that prioritize the good old friends and value the time spent on a small gathering from time to time.

  • We will deliver this benefit through branding and it will be hard for other brands to copy us since we will be the first premium gin-based beverage to resonate with the target audience.

  • Our communications will translate authenticity and sophistication for those who are craving a new product that can properly their personal statement.

“For Casual Socializer, “MNT” VALIDATEs their attitude of being comfortable in their own skin. because MNT is made WITH gin that MIRRORS THEIR Sophistication and originality.  ”

— Positioning Statement-

MNT Differentiation

MNT offers premium craftsmanship and detail-oriented beverage making.

But more than that, it resonates with customers that are sophisticated and are looking for a low-alcohol beverage that will mirror their authentic personality.

Drinking MNT allows customers to fully enjoy the moment, since it has lower alcohol volume, without having to give up on their pleasure.

Packaging & Pricing

Visual differentiation that reflects the Premium category: 

  • Square Glass Bottle

  • Pressure Label

  • 355 ml

  • 3.5% Volume Alcohol

  • Single unit

Psychological differentiation : 

  • •MNT will be sold in an individual bottle at $3.25 per bottle. (Gin competitors' price average between $2.95 to $3.10)

Brand Personality

MNT offer confidence to the consumer that the product will reflect their sophistication. MNT is lower in alcohol hence letting them be in control of social interaction, while providing a higher visual status with our branding.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

Brand Association

  • When I drink MNT, the type of people I relate to are sophisticated and genuine.

  • When I drink MNT, I am Authentic to my personality and values.

  • When I drink MNT, I feel empowered to be myself. 

Visual Association

The color black is used to highlight the red and white of the Canadian Flag, with a pure design.

The white space and the use of white in the packaging are aimed to reflect the pure line and sophistication of the product. For the consumer to naturally associate the product with higher sophistication.

  • Maple Leaf to communicated the herbal flavor in our drink. Geometric design that suggests something more elaborate and sophisticated.

  • Company DNA of experiencing meaningful moment – Tomorrow experience will be yesterday memory

  • Symbol of the element (fire, earth, water air) or the meaning of connection.