As a Strategist for Boston University AdLab in Spring 2019, I performed secondary & primary research and wrote a brief for Tapster.
Brand Background:
Tapster is an alcohol delivery service in the Greater Boston Area. Tapster was originally named FratTap and focused on bringing kegs to parties. Tapster is on the mission to bring different types of alcohol to different occasions and be a more well-rounded service.
Target Audience:
Young people ages 21-35 mostly in the Greater Boston Area. They support local companies and look at alcohol delivery service as helpful, progressive, and effective.
The Challenge:
Tapster recently changed its name from FratTap. FratTap was known for delivering kegs to college parties, but Tapster aims to go beyond that assumption. We need to find the best way to rebrand Tapster into an alcohol delivery service that delivers all different types of alcohol, not just frat boy kegs.
Research Methdology:
Secondary Research
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MRI Data​
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Trend analysis
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Competitive analysis
Qualitative Research
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One in-depth focus group
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Two women, two men
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Ages 21-23
Quantitative Research
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Survey with 50 responses
Key Findings:
Liquor is a target audience favorite
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According to 2018 MRI data, distilled liquor is the most popular for people ages 25-34. Vodka, rum, and tequila are the most popular liquors within the target audience.
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In terms of online shopping for liquor, it is most popular for people ages 18-35.
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According to the survey, 44% of participants said they enjoy liquor at a party
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According to the survey, 26% of participants said they would be interested in ordering liquor through an alcohol delivery service.
The majority of drinking is done in social settings
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According to the survey, 95% of participants disagreed with the statement, “I am more likely to drink alone than during a social setting.”
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56% of participants answered either strongly agree or agree with the statement, “The majority of alcoholic drinking I do is at parties.”
Time & weight get in the way when buying alcoholic drinks for parties
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​According to the survey, 64% of participants said they agree with the statement, “Sometimes I can’t buy all the alcohol I want because I know it will be hard to transport it all home.”
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41% of the respondents said they either agree or strongly agree with the statement “I have not purchased kegs because it seemed like a lot of hard work.”
Medium-sized parties are in style
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The majority of focus group participants regularly attended medium-sized (2-10 people) parties
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According to the survey, 66% of participants usually drink alcohol at a social event with 2-10+ people.
Speed is everything
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When the focus group was asked to describe their ideal alcohol delivery service, the words affordable, efficient, fast, easy, variety, and convenient were popular.
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