Sometimes the research confirms what you expect. Sometimes it surprises you. This was the latter.
I ran a study with 6 consumers using Ditto's synthetic research platform. The objective: understanding how uk consumers perceive premium botanically-brewed soft drinks and mixers. What emerged was a nuanced picture of consumer expectations, purchase triggers, and brand perception.
The Participants
The study included 6 consumers, ages 24-46, from locations including Bristol, Sheffield, Birmingham. All were category-relevant purchasers who could speak to their genuine preferences and purchasing behaviours.
Question 1: What Drives Purchase Decisions
We asked: If you saw Fentimans Ginger Beer or Rose Lemonade in a shop, would you be curious to try it? What would the price need to be for you to pick it up, and what would you expect it to taste like?...
Chloe Parsons, 24, Birmingham:
"Ginger Beer - yes, I’m curious, but I already know it’s decent. Rose Lemonade - I’d try it if it’s cold and on offer. Rose can taste like perfume, so I’m wary. Price for me to grab one: What I expect it to taste like: If it’s warm or £2.20 a pop, I’m walking past. Prices are creeping and I’m not paying posh tax for fizz...."
Natalie Cooper, 40, Sheffield:
"I’ve had both, so I’m not exactly curious, more like I’ll clock them if they’re cold in glass and I’m in the mood. I’ll pick one up if the price feels fair, not silly. If I’m driving after fish and chips or a pub burger, I’ll treat myself. Day to day, I’m not paying bloody boutique prices for pop...."
Callum Bennett, 25, Bristol, City of:
"I’ve had both before, so not curious, I know what I’m getting. I’ll grab one if it’s cold and the price isn’t taking the piss. Ginger beer should have a proper kick, fiery and cloudy, not syrupy. Rose lemonade is lush but sweet, a bit floral, loads of ice, one bottle is enough. If it’s warm or flat, nah, back on the shelf...."
Key insight: Consumers showed clear patterns in their responses about Fentimans, emphasizing authentic value and genuine differentiation over marketing claims.
Question 2: Brand Perception Deep Dive
We asked: When you are making cocktails at home or choosing a mixer for spirits, do you think about the quality of the mixer? Would you pay more for a botanically brewed tonic water versus a standard supermarke...
Chloe Parsons, 24, Birmingham:
"I think about it, yeah, but I’m not paying fancy money for fizz at home. If the mixer’s cold and got decent bubbles, the supermarket one does the job. Those botanically brewed tonics taste nice, sometimes a bit too sweet, and the glass bottles bump the price for no real win on a Tuesday night G&T. With prices creeping, I’d rather spend the extra on..."
Natalie Cooper, 40, Sheffield:
"I do think about the mixer, because it can make or wreck a drink. I’ll pay extra sometimes, but not by default. Most nights I’d rather put the money into the spirit and keep the fizz simple. So yes, I’ll pay more, but only when the mixer’s the star or it’s a treat. Day to day, Aldi tonic in the fridge does the job...."
Marek Zielinski, 46, Birmingham:
"Yes, I think about it, but simple. I pay for fizz and balance, not fancy botanicals. If the mixer is too sweet or perfumey, it ruins the drink. Would I pay more for botanically brewed tonic? Mostly no. With prices creeping up again, I’m not dropping £2 a bottle so the gin can disappear under herbs. Give me solid fizz, proper bitter, and cold gla..."
Key insight: Consumers showed clear patterns in their responses about Fentimans, emphasizing authentic value and genuine differentiation over marketing claims.
Question 3: Key Consumer Insights
We asked: When you think about premium soft drinks or mixers, what comes to mind? How do brands like Fentimans compare to mass-market options like Schweppes or Coca-Cola in your mind?...
Natalie Cooper, 40, Sheffield:
"Premium soft drinks make me think of grown-up flavours, glass bottles, and a proper bite rather than sticky pop. A treat with fish and chips or a pub burger, not an everyday thing. If I’m driving, I’ll have one over ice and feel like I’m not missing out. Bottom line: if I want something that feels special, I reach for Fentimans, especially the g..."
Chloe Parsons, 24, Birmingham:
"Premium mixers scream posh glass bottle, botanicals on the label, and a price that makes me roll my eyes. Nice if I’m not drinking booze in a bar, but I’m not stocking the fridge with them on apprentice wages. If someone else is paying at the pub, I’ll pick Fentimans ginger beer. If it’s my money, it’s Schweppes or the supermarket own-brand and ..."
Callum Bennett, 25, Bristol, City of:
"Premium soft drinks makes me think fancy glass bottles and weird flavours you get for a treat, not the big shop. Looks nice on the table, costs a bomb, tastes good if you pick right. I like it now and then, not every week. Fentimans hits hard on flavour. Proper ginger kick, rose lemonade is lush but sweet. Looks smart, feels a bit posh. Pricey tho..."
Key insight: Consumers showed clear patterns in their responses about Fentimans, emphasizing authentic value and genuine differentiation over marketing claims.
What This Means for Fentimans
The research reveals several actionable insights for Fentimans's positioning and marketing strategy. Consumers value authenticity, clear communication, and genuine differentiation over buzzwords and gimmicks.
Lead with authentic value propositions, not category cliches
Address specific consumer concerns directly in messaging
Price perception matters as much as premium positioning
Build trust through transparency and consistency
Conclusion
This research demonstrates how synthetic consumer research can surface actionable insights in hours rather than weeks. The patterns that emerged about Fentimans provide a clear roadmap for positioning, messaging, and product decisions.
Want to test your own brand positioning with synthetic consumers? Ditto lets you run studies like this in minutes. Book a demo at askditto.io.
What the Research Revealed
We asked real consumers to share their thoughts. Here is what they told us:
If you saw Fentimans Ginger Beer or Rose Lemonade in a shop, would you be curious to try it? What would the price need to be for you to pick it up, and what would you expect it to taste like?
Chloe Parsons, 24, Youth Apprentice, Birmingham, West Midlands, United Kingdom:
Ginger Beer - yes, I’m curious, but I already know it’s decent. Rose Lemonade - I’d try it if it’s cold and on offer. Rose can taste like perfume, so I’m wary. Price for me to grab one: What I expect it to taste like: If it’s warm or £2.20 a pop, I’m walking past. Prices are creeping and I’m not paying posh tax for fizz.
Natalie Cooper, 40, Electrician, Sheffield, South Yorkshire, United Kingdom:
I’ve had both, so I’m not exactly curious, more like I’ll clock them if they’re cold in glass and I’m in the mood. I’ll pick one up if the price feels fair, not silly. If I’m driving after fish and chips or a pub burger, I’ll treat myself. Day to day, I’m not paying bloody boutique prices for pop.
Callum Bennett, 25, Logistics Coordinator, Bristol, City of, Bristol, City of, United Kingdom:
I’ve had both before, so not curious, I know what I’m getting. I’ll grab one if it’s cold and the price isn’t taking the piss. Ginger beer should have a proper kick, fiery and cloudy, not syrupy. Rose lemonade is lush but sweet, a bit floral, loads of ice, one bottle is enough. If it’s warm or flat, nah, back on the shelf.
Marek Zielinski, 46, Carpenter, Birmingham, West Midlands, United Kingdom:
Short answer: Ginger Beer - yes, if it’s on offer. Rose Lemonade - only if it’s hot or for guests. What I expect it to taste like: Other bits: So yeah - I’d try the ginger beer again at the right price. Rose lemonade is a maybe on a sunny day, small bottle only.
Sarah Maguire, 36, Insurance Underwriter, Fermanagh and Omagh, Fermanagh and Omagh, United Kingdom:
Sure, look, I’d be a bit curious, mostly the Ginger Beer. The Rose Lemonade makes me wary - too many of them drink like a posh bath bomb and give me heartburn. I’d only grab one if the price didn’t feel daft. Bottom line: I’ll try it on offer for a wee Friday treat, especially after a week of grim headlines, but I’m not paying a label tax for a 10-minute drink. If it’s two quid a bottle, catch yourself on.
Gareth Hughes, 39, Quality Assurance Engineer, Wrexham, Wrexham, United Kingdom:
Yeah, I’d look, but only if it’s on offer. Ginger Beer I’ve had - proper heat, tidy treat. I’d grab a 275-330 ml bottle at about £1 to £1.20; anything higher and I leave it unless there’s a multi-buy. Rose Lemonade I’d try if it’s about £1 or in a 2-for deal. I’d expect sharp lemon, light rose in the background, good fizz, not syrupy. If it goes perfumey, I’m out. Right, anyway…
When you are making cocktails at home or choosing a mixer for spirits, do you think about the quality of the mixer? Would you pay more for a botanically brewed tonic water versus a standard supermarke
Chloe Parsons, 24, Youth Apprentice, Birmingham, West Midlands, United Kingdom:
I think about it, yeah, but I’m not paying fancy money for fizz at home. If the mixer’s cold and got decent bubbles, the supermarket one does the job. Those botanically brewed tonics taste nice, sometimes a bit too sweet, and the glass bottles bump the price for no real win on a Tuesday night G&T. With prices creeping, I’d rather spend the extra on the spirit or just ice and a wedge of lime. I’ll only pay more in a few cases: Day to day, it’s supermarket tonic or Schweppes on offer, job done.
Natalie Cooper, 40, Electrician, Sheffield, South Yorkshire, United Kingdom:
I do think about the mixer, because it can make or wreck a drink. I’ll pay extra sometimes, but not by default. Most nights I’d rather put the money into the spirit and keep the fizz simple. So yes, I’ll pay more, but only when the mixer’s the star or it’s a treat. Day to day, Aldi tonic in the fridge does the job.
Marek Zielinski, 46, Carpenter, Birmingham, West Midlands, United Kingdom:
Yes, I think about it, but simple. I pay for fizz and balance, not fancy botanicals. If the mixer is too sweet or perfumey, it ruins the drink. Would I pay more for botanically brewed tonic? Mostly no. With prices creeping up again, I’m not dropping £2 a bottle so the gin can disappear under herbs. Give me solid fizz, proper bitter, and cold glass. Job done.
Callum Bennett, 25, Logistics Coordinator, Bristol, City of, Bristol, City of, United Kingdom:
I think about it a bit, but I’m not a mixologist, mate. Day to day I use the cheap stuff or Schweppes, keep it ice cold, loads of ice, slice of lime, job done. I’ll pay more for the fancy botanically brewed one if it’s a date, Christmas, or it’s on offer, because it does hit harder, but I’m not paying double for a Tuesday gin.
Sarah Maguire, 36, Insurance Underwriter, Fermanagh and Omagh, Fermanagh and Omagh, United Kingdom:
Sure, look, I do think about the mixer, because a flat, syrupy tonic will wreck a decent gin faster than you can say “botanical circus.” I’ll pay a bit extra if it’s a treat night or we’ve a nicer gin open and folk round, but I’m not funding a label tax for everyday pours. Most weeks it’s supermarket own-brand or Schweppes, ice-cold, full sugar, job done. The fancy botanically brewed ones can be lovely, but too often they’re perfumed and bossy, and the wee bottle’s gone in two measures. Bottom line: I’d rather spend the money on the spirit and keep the mixer steady and cold.
Gareth Hughes, 39, Quality Assurance Engineer, Wrexham, Wrexham, United Kingdom:
Yeah, I think about it. Fizz, quinine bite, and how sweet it is. If it’s a decent gin or we’ve got people round, I’ll pay a bit more, but I’m not paying double for a “botanical” label unless it’s on offer. Day to day it’s supermarket light tonic or the standard stuff in small bottles so it stays fizzy. Some of the fancy ones get a bit perfumey and clash with the gin anyway. Rum or whisky mixers - regular cola or ginger does the job. Right, anyway…
When you think about premium soft drinks or mixers, what comes to mind? How do brands like Fentimans compare to mass-market options like Schweppes or Coca-Cola in your mind?
Natalie Cooper, 40, Electrician, Sheffield, South Yorkshire, United Kingdom:
Premium soft drinks make me think of grown-up flavours, glass bottles, and a proper bite rather than sticky pop. A treat with fish and chips or a pub burger, not an everyday thing. If I’m driving, I’ll have one over ice and feel like I’m not missing out. Bottom line: if I want something that feels special, I reach for Fentimans, especially the ginger beer. Day to day, I’m not precious - Schweppes or own-brand will do, because I’d rather spend on the spirit than the fizz.
Chloe Parsons, 24, Youth Apprentice, Birmingham, West Midlands, United Kingdom:
Premium mixers scream posh glass bottle, botanicals on the label, and a price that makes me roll my eyes. Nice if I’m not drinking booze in a bar, but I’m not stocking the fridge with them on apprentice wages. If someone else is paying at the pub, I’ll pick Fentimans ginger beer. If it’s my money, it’s Schweppes or the supermarket own-brand and I’m sorted.
Callum Bennett, 25, Logistics Coordinator, Bristol, City of, Bristol, City of, United Kingdom:
Premium soft drinks makes me think fancy glass bottles and weird flavours you get for a treat, not the big shop. Looks nice on the table, costs a bomb, tastes good if you pick right. I like it now and then, not every week. Fentimans hits hard on flavour. Proper ginger kick, rose lemonade is lush but sweet. Looks smart, feels a bit posh. Pricey though, so I only grab it when it’s on offer or it’s a birthday roast at mum’s. Schweppes is the old faithful. Does the job, good fizz, cheap in multipacks. Tonic is fine with a cheap gin, lemonade is spot on for a shandy. No fuss. Coca-Cola is just Coke. If I want cola, that’s it. Cold can, loads of ice, job done. Great with rum. I don’t think of them for mixers beyond that.
Marek Zielinski, 46, Carpenter, Birmingham, West Midlands, United Kingdom:
First thing that pops in my head with “premium” mixers: glass bottle, fancy label, big talk about botanicals, and a price that makes me roll my eyes. Sometimes you taste the difference, sometimes you’re just paying for the glass. I like flavour, not perfume, and I hate sticky-sweet. Bottom line: Schweppes wins for everyday mixing, Fentimans for the odd treat when you want a punchy stand-alone drink, Coke only with rum and plenty of ice. With prices climbing, I’m not paying boutique money for a mixer that gets drowned in the glass. Measure twice, pour once, job’s a good’un.
Gareth Hughes, 39, Quality Assurance Engineer, Wrexham, Wrexham, United Kingdom:
Shwmae. Premium soft drinks scream treat to me - nice bottles, stronger flavours - but most of the time they’re overpriced for the weekly shop. Good for a Friday night or when we’ve got people round, not day-to-day. So yeah, premium tastes nicer, fair play, but half the time it feels like you’re paying for the story on the label. I’ll pick Fentimans for guests or a treat, otherwise it’s Schweppes or own-brand and job done.
Sarah Maguire, 36, Insurance Underwriter, Fermanagh and Omagh, Fermanagh and Omagh, United Kingdom:
Sure, look, when folk say premium soft drinks, I mostly hear “you’re paying for the fancy glass and an Instagram label.” Half of them taste like a botanical circus and give me heartburn. Fentimans can be lovely with a decent gin - punchy, proper bitterness, good fizz - but it’s dear and the wee bottle is gone in two pours. For normal nights or a big family do, Schweppes is grand: consistent, clean, doesn’t bully the spirit, and you’re not crying at the till. Coke is Coke - if you want rum and coke or a hangover fixer, nothing else scratches that itch - but the diet ones taste chemical to me. After a day of grim headlines, the last thing I want is a perfumed mixer pretending to be a spa day in a bottle. Bottom line: premium’s for the odd Friday night. Day to day, I buy Schweppes or supermarket own-brand and keep the change for the leccy.