China (Shanghai, Beijing, Guangzhou, Shenzhen Chongqing, Chengdu, Wuhan, Changsha, Nanchang, Haikou, Kunming, Xiamen, Hangzhou, Qingdao, Nanjing and Suzhou)
Males and Females aged 18–39 across key Chinese cities
4 Days
Jägermeister aimed to understand awareness, usage patterns, and perceptions of its brand among young alcohol consumers in China. The objective was to gather quick yet robust data to guide product and positioning strategies within a highly competitive spirits market.
Using ADNA’s proprietary mobile audience platform, we conducted a focused quantitative study with 5,167 respondents:
✅ Carefully segmented by age, city tier, and recent behavior
✅ Captured brand awareness (aided and unaided), trial patterns, consumption occasions
✅ Included lifestyle profiling and motivations for imported spirit consumption
• Mainland China
📊 5,167 verified respondents completed fieldwork within 4 days
🏙️ Nationwide representation across Tier 1 and key Tier 2+ cities
🔍 Insights on brand familiarity, social drinking triggers, and premium perception
📈 Actionable input into brand’s go-to-market and media strategy for Gen Z and millennial targets in China
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