Case Studies
Designing Sharper Route-to-Consumer Strategies to help Jack Daniel’s and Woodford Reserve win in Japan, Korea and China
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As a challenger brand in cities like Tokyo, Seoul and Shanghai, Brown Forman faces roadblocks building physical and mental availability. Building visibility isn’t just about being seen, it’s about being seen in the right places.
Brown Forman needed to cut through entrenched networks and outdated assumptions. Open data offered an edge: a way to flatten hierarchies and rethink what smart distribution looks like.
By making sense of geographic listing data, we built a full census of the on-premise landscape using open geo-listing data—at a scale and speed previously out of reach.
Then we layered it with richer context: consumer reviews, venue imagery, menus, and social signals. Local strategists helped decode these touchpoints, revealing where each brand could grow—based not just on presence, but relevance.
This enabled the team to:
All of it was made actionable through Synthesis Pinpoint—our interactive platform for channel intelligence and activation.
With clearer data and sharper local insight, Brown Forman:
“Jack Daniel’s has always stood for maverick thinking. So when we set out to step-change our presence across Japan, Korea and China we knew we couldn’t follow the usual playbook. We had to challenge the status quo—and that’s exactly what Pinpoint helped us do."
— Terence Tan, Asia Insight Manager, Brown-Forman
All of this was made accessible on our award winning interactive platform to Pinpoint perfect venues.
Try it for free here or get in touch to learn more.
