Innovating wine-based beverages for globally conscious consumers

Consumers are increasingly making conscious choices aligned with their well-being and personal values. Recognising this trend, a leading world-class wine brand came to TSI looking to develop an innovation pipeline targeted at these consumers across the globe. Ultimately, the brand wanted to increase their share in current wine occasions, as well as open routes to new potential market spaces and win new consumers. They engaged TSI to help them in that process. 


Insights, Strategy,
Innovation, Design


Asia, Australia, China,


Food & Beverage


In order to find opportunities and winning spaces, TSI reviewed existing market trends within each region. Ultimately, TSI collated the findings and relevant stimulus to share with all stakeholders. Using a Design Thinking approach, we began ideating product concepts with stakeholders in multiple regions, with consumer needs at heart. 

Ideas were evaluated with stakeholders from various functions in a commercial viability workshop. We then fleshed out selected ideas and brought them to life with digital prototypes, before testing the concepts with consumers across both China and Korea. 


Market understanding • Workshops across four regions • Product innovation concepts • Design prototypes • Naming • Validated concepts

Points of Difference

Brought concepts to life, in-house • Facilitated global virtual workshops • Multi-country, iterative qualitative approach all under one roof • Test and learn

Bringing brand values into the product conceptualisation stage.

Localisation of flavour was one of the considerations during the ideation stage.

Exploration of packaging formats, design, look, and feel prior to consumer evaluation.

Prototypes of product concepts created by the in-house team that were taken into validation with consumers.

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