In order to act as a direct input into the promotion of Belair Claret, a qualitative research exercise was required in order to:
1. Provide a deeper understanding of wine drinking behavior and attitudes;
2. Explore consumers' conceptions of claret at a product and imagery level;
3. Establish brand and pack imagery for Belair Claret and competitive brands;
4. Evaluate responses to the product and interest in buying it.