Sam Emrich

- Hibiki

The Background:

Suntory was launching Hibiki in the US for the first time in history. They came to us to help them understand the US target market for premium whisky to inform what they brought to market, when, how and why.


The Work:

Conducted weeks of focus groups with men in New York City that drink competitive premium whiskies. Tested everything from bottle design and flavor profile to label look/feel and copy to price point and overall positioning. Results of research directly influenced the Hibiki we see for sale on US liquor store shelves today.

My Role:

Qualitative Research, Focus Groups, Brand and Consumer Insights