Understanding the future of Poitín within the drinks category in Ireland and US Market

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1. At a glance

2. Scope of Work

Bord Bia seeks a research partner agency to develop a category strategy for Poitín in the Irish and US markets. The primary focus is on the US market, with a requirement for Poitín makers to demonstrate 'proof of concept' through domestic sales. If the budget permits, research into the UK market is also desired. The contract duration is six months.

The scope of work involves:

• Category Strategy Development: Creating a comprehensive strategy for Poitín within the broader drinks category.
• Market Research: Conducting research in Ireland and the US. The UK market is a secondary consideration, contingent on budget availability.
• Consumer Understanding: Gaining insights into consumer behaviour related to Poitín.
• Market Opportunity Assessment: Identifying and evaluating potential growth areas for Poitín.
• Positioning Development: Defining and recommending positioning for Poitín in the target markets.
• Research Methodology: Proposing and implementing an appropriate mix of research methods, including qualitative, quantitative, secondary research, and market analysis.
• Category Dynamics Analysis: Understanding the competitive landscape, consumer trends, and routes to market for spirits, with a specific focus on Poitín.
• Data Integration: Incorporating existing Bord Bia research and available data sources to build upon previous learnings and avoid duplication.
• Growth Opportunity Identification: Pinpointing target consumer segments, consumption occasions, innovation territories, white-space opportunities, and activation strategies.
• Insight Translation: Developing actionable outputs such as a category strategy, producer playbook, market roadmaps, and implementation recommendations.
• Presentation of Findings: Delivering research insights in a stimulating, inspiring, visual, and informative manner, potentially through PowerPoint, video, graphics, and social media.
• Sustainability Championing: Demonstrating how the tenderer champions sustainability within their organisation and in the delivery of this project, including innovative and sustainable proposals to address environmental impact.
• Resource Management: Demonstrating access to a qualified project team with expertise in consumer insight, category strategy, alcohol/spirit markets, and international market research, with clear roles, responsibilities, and time commitments.
• Team Expertise: Highlighting experience in the Irish and US markets, including knowledge of consumer behaviour, spirits categories, and route-to-market dynamics.
• Specialist Expertise: Demonstrating access to specialist expertise where required, such as category strategy, beverage alcohol trends, innovation, sustainability, or on-trade activation.
• Output Delivery: Providing adequate resources to deliver high-quality outputs and actionable recommendations, including workshops and bartender engagement recommendations.
• Dedicated Contract Manager: Nominate a dedicated contract manager responsible for the overall working relationship, performance reporting, dispute resolution, and proactive suggestions for improvement.

3. Background & buyer context

Bord Bia, the Irish Food Board, is the government agency responsible for promoting Ireland's food, drink, and horticulture industry globally. With a network of international offices, Bord Bia aims to enable sustainable growth for Irish producers. This procurement aligns with Bord Bia's mission to foster an entrepreneurial culture and build the reputation of Irish products abroad. The agency seeks to understand and develop the future potential of Poitín, a traditional Irish spirit, within both the domestic and key export markets, specifically the US. This initiative supports the broader objective of increasing the global reach and value of Irish food and drink exports.

4. Eligibility & selection criteria

• Turnover requirement: Tenderers must confirm that their turnover exceeded €105,000 for each of the last three financial years (2023, 2024, 2025). Evidence of financial standing via an auditor's letter is required to demonstrate the capacity to pay debts.
• Insurance: Tenderers must confirm they have the following insurances in place:
• Employer's Liability: €6,500,000 (not required for sole traders with no employees).
• Public Liability: €6,500,000.
• Professional Indemnity: €1,300,000 for each and every claim. Evidence of current insurance levels or a letter from an insurance broker confirming the ability to obtain required levels must be provided.
• Certifications: Not specified for this tender.
• Past experience: Tenderers must demonstrate successful delivery of services of a comparable nature and scale on three occasions within the last three years. Only one of these references can be from Bord Bia. Contracts referenced must provide comprehensive information on value and client identity (or sufficient detail if confidential) to enable comparability.
• Personnel: Not specified for this tender, beyond the requirement for a qualified and experienced project team with specific expertise mentioned in the award criteria.
• Geographic / facility constraints: Not specified for this tender.

5. Award criteria & scoring

Criterion Weight (%) Sub-criteria