SEGMENTATION CRITERIA

Market Segmentation in Singapore:

Singapore’s whiskey market is premium driven, status oriented and increasingly eco-conscious, which fits Ahascragh’s luxury plus sustainability positioning. In Singapore, demand for whiskey is growing, fueled by consumer’s preference for premium quality, sustainable production, and authentic heritage. Our whiskeys speak directly to the tastes and values of Singapore’s most dynamic consumer groups

On trade channels: (bars, clubs, hotels, and restaurants—venues where alcohol is consumed on the premises) Singapore has a growing nightlife, major festivals and events. Consumers seek premium brands in social settings.

Off trade channels: (sales through retail stores supermarkets, hypermarkets, convenience stores, liquor stores) rise in home drinking post pandemic.

Market Segmentation for Clan Colla Irish Whisky:

In Singapore there is an increasing whisky demand, previously the market was dominated by beer but now 28% of Singaporeans prefer premium liquors like whisky. Events like Whisky live, Southeast Asia’s leading whisky and spirit festival are held in Singapore, have contributed to the increased demand.

Types of Market Segmentation in Singapore for Clan Colla Irish Whiskey:

  • Affluent Professionals (25–45 yrs):
    • Who they are: Young, high-income professionals in finance, tech, law, living and working in central Singapore.
    • Why attractive: High disposable income, enjoy premium experiences, often drink socially after work or at events.
    • Fit with Ahascragh: Refined, premium whiskey that complements modern professional lifestyles.
    • Where we reach them: Fine dine restaurants, premium bars, private clubs.
  • Luxury Collectors (35–55 yrs):
    • Who they are: Older, affluent locals and business owners who collect premium alcohol or buy as gifts.
    • Why attractive: Seek heritage, craftsmanship, and exclusivity in their purchases.
    • Fit with Ahascragh: Rare editions and premium blends align with a culture of collecting and gifting.
    • Where we reach them: Luxury retailers, private clubs, duty free outlets.
  • Expatriates & Global Citizens:
    • Who they are: Professionals from Europe, US, and Australia living in Singapore.
    • Why attractive: Already familiar with Irish whiskey, open to premium imports.
    • Fit with Ahascragh: Authentic Irish heritage and craftsmanship resonate with global tastes.
    • Where we reach them: Upscale bars, hotel lounges, members only clubs.
  • Eco-conscious Millennials (25–35 yrs):
    • Who they are: Younger, educated, socially responsible consumers.
    • Why attractive: In Singapore, 70–80% of consumers value sustainability and many pay more for eco-friendly brands.
    • Fit with Ahascragh: Zero-emission production appeals to their sustainability-driven lifestylyle.
    • Where we reach them: Modern café-lounges, trendy cocktail bars, social media
  • Social Drinkers (21-29)
    • Who they are: Younger, Rich Youth preferring nightlife and cocktail culture.
    • Why attractive: Builds long-term loyalty and easy promotion.
    • Fit with Ahascragh: Contemporary, approachable blends and vibrant brand experiences make Ahascragh a natural fit for the modern social scene.
    • Where we reach them: Night Clubs, Lounge Bars, Live Music Venues, Social Media

Conclusion:

  • The segmentation of Singapore’s whiskey market highlights two clear opportunities for Ahascragh Distillery.
  • On the consumer side, young professionals, affluent locals, expatriates, and eco-conscious drinkers represent key target groups who value premium quality, sustainability, and authentic heritage.
  • On the business side, partnerships with distributors, luxury retailers, hospitality venues, and corporate buyers provide strategic entry points into the market.
  • Together, these segments confirm that Singapore offers a receptive audience for Ahascragh’s premium, sustainable Irish whiskey.
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