1. New whisky consumers

Our products and activities are focused on reaching and developing the whisky consumers of the future. We plan to reach and encourage the development of this segment because this profile is more open and more informed than the previous generations of whisky consumers.

Below we describe the main characteristics that we identified and others that we gathered about these consumers and how they behave.

With our prototypes we were able to gather information and realize that the foodies in Bolivia are a segment that fits with the profile of the new whisky consumer described by distill ventures in the case study of the new world of new world whisky. From our experience, we identify that there is a big opportunity to develop a local market for Bolivian whisky. Before even having the word “whisky” in the label, we became a topic of interest that went viral in an organic way. Click here to see an example. It is evident that the patriotism, sense of belonging, and pride are some of the feelings expressed by people with what our product represents.

These younger whisky consumers are digitally savvy, they do a lot of research before buying. By being well informed they develop criteria to appreciate whisky and show openness to new prepositions. We evidenced that what Jim Lecinski from Google writes about the “Zero Moment of Truth” and about the new digital habits is valid in our country, we only have certain differences in the characteristics of the local market that need to be described in detail.

1.1. Bolivian market for whisky

In Bolivia we have a big labor ahead, we consider that the mass Bolivian market for alcohol is an immature market. The consumption patterns rise to the roofs during weekends, and fall to almost zero on week days. The massive market has a toxic relationship with alcohol with impoverishing and destructive results. We discovered this silent issue in 2016, when we developed a concept for the biggest brewery in Bolivia.  That experience taught us how the market behaves and how this company ignores the negative effects because it represents the biggest revenue stream for them.

That is how we realized the need to elaborate experiences with strong value propositions focused on education. We need to attract the local market, in order to do so we need to develop activities in an infrastructure that supports the amounts of visitors we project. Our efforts and focus on education are driven to mature the market of alcoholic beverages. It will lead to better and more informed consumers, with more attraction towards appreciation.

We consider that the abuse of alcohol is a big silent problem in our society, and the only way to make something about it is with a labor intensive approach towards education and integration.