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Fever-Tree carried out multi-market research to discover how to expand and innovate in ginger beer.
Having observed a considerable uptick in ginger beer consumption across Europe, premium mixer company Fever-Tree wanted to understand how to expand in the category. Wishing to survey consumers in their top six ginger beer markets, Fever-Tree turned to Attest’s multi-market research feature.
As the leader in this growing category in Europe, it’s imperative that we gain holistic insight into how and when consumers are drinking ginger beer, and that we understand how we can innovate in the future. Leila Jahanshahi, Category & Insights Manager, Fever-Tree
As the leader in this growing category in Europe, it’s imperative that we gain holistic insight into how and when consumers are drinking ginger beer, and that we understand how we can innovate in the future.
Attest’s multi-market research feature allowed Fever-Tree to create a single survey for all six of their markets and view the results side-by-side in the dashboard.
It’s particularly handy to be able to draft and analyse our surveys in English, making setup much quicker, less error-prone and analysis much speedier. The Analysis feature permits easier spotting of differences across markets, while it’s helpful to be able to tailor answer options for specific markets. Together, these features have created a seamless multi-market experience.
The research showed trends in ginger beer were even stronger than Fever-Tree had perceived, while consistent results across markets gave them confidence to follow a common strategy.
Fever-Tree have since used Attest’s full suite of multi-market features to explore broader topics such as cocktail trends in Europe and to allow comparison within regions.
The results demonstrated the immense potential for continued ginger beer acceleration over the coming years, with penetration rates across the sample almost on par with ginger ale, a larger and more established category. Working with markets across Europe, the multi-market feature has been particularly useful for us and is already becoming embedded into our regular research.
Looking to grow in different markets? Discover multi-market research…