Our Clients

“For many people, ethnicity is an unfamiliar territory, often seen as complex and hard-to-reach. We provide clients with an understanding of this market. With over 14 years of experience, we know when inclusive, mainstream approaches suffice and when there is a need for targeted or tailored approaches.”

Royal Unibrew, Development

Royal Unibrew, producers of Supermalt, the world’s best selling malt drink, wished to launch a new fruit flavoured malt drink to the UK. Before the launch they needed to understand:

  • Consumer attitudes towards introducing a fruit flavoured malt.
  • The primary target for such a product.
  • The motivators and barriers to purchase and consumption.
  • Ideal name, package design and marketing strategy.

Our approach:

Qualitative research conducted with African, Caribbean, Asian and Arab consumers of malt drinks. Through the use of projective techniques, blind tastings and open discussion we established:

  • Scepticism and interest in fruit flavoured malts
  • Motivations and barriers to purchase
  • Most popular flavours
  • The name for the new drink
  • Packaging and design
  • Marketing strategy


Supermalt Fusion was launched in the summer of 2013


““ETHNOS showed great cultural understanding and were able to advise us on the positioning, target group challenges, product packaging and communication strategy. The research resulted in Supermalt Fusion which has just been launched in the UK, and the initial sales results are very encouraging.” ”

Ingrid Falch, International Marketing Manager, Malts

Royal Unibrew