Wines & spirits
Know what consumers want next.
Before it reaches the bar.
Every day, millions of people search Google, TikTok, Amazon and AI assistants for cocktails, bottles and gifts. Trajaan turns those searches into early signals for spirits, wine and champagne houses, in every market and city that matters.
Trusted by 125+ global brands & institutions, including leading spirits groups
Moët Hennessy
The honest consumer survey
Consumers tell search engines what they never tell a bartender.
Taste is personal and occasions are private. People rarely share which cocktail they plan to make tonight, which bottle to gift or why they are drinking less. They search it instead. That makes search the most candid, always-on view of spirits demand, market by market.
Whisky & cognac
Rum & agave
Gin & vodka
Liqueurs & aperitifs
Champagne & wine
83% of consumer journeys start with a search
01
15% of daily searches are brand new questions
02
74% of queries are longer than three words
03
Every query is geolocated, down to the city
04
Always on, in every language and market
05
What Trajaan unlocks
From consumer questions to earlier, sharper decisions.
Brand · Marketing
Monitor brand awareness in every market
Track awareness and consideration for every brand and expression in every market, and see where your investments pay off.
Illustrative example
Searches for a heritage rum brand grew 41% in Chile while several European markets cooled: two very different media plans.
Innovation · Category management
Quantify emerging categories before they scale
Measure interest in new categories, styles and serves in key markets like China or Japan, and tell lasting shifts from short-lived fads.
Illustrative example
Searches for agave spirits more than doubled in Japan in two years, while single malt kept growing in China: two different portfolio bets.
Content · Digital · Mixology
Answer the cocktail questions consumers ask
Turn rising cocktail, recipe and serve questions into a content roadmap that earns qualified traffic and puts your brands in the glass.
Illustrative example
Across 15 countries, Hugo spritz and espresso martini questions kept climbing while classic mojito cooled: a clear brief for serves and content.
Brand · Insights · Gifting
Track purchase drivers and moments
See how gifting, price, cocktails and food pairing shape demand through the year, and plan campaigns around the moments that matter.
Illustrative example
Cognac searches roughly double every December, with gift and price queries driving most of the peak: the window for gifting campaigns.
Sales · Trade marketing
Prioritise cities for activations
Know which cities lead demand for each category, then focus distribution, on-trade activations and events where consumers search most.
Illustrative example
Mezcal searches grew fastest in Austin, Denver and Chicago while coastal metros plateaued: where to send brand ambassadors and events first.
Communications · Digital · Brand
See how AI recommends your brands
Consumers now ask ChatGPT, Perplexity and Gemini which bottle to buy or gift. Know whether your brands are mentioned, how they are described and which sources the models trust.
Illustrative example
When someone asks an AI assistant for the best gin for a gin and tonic, know whether your brand is recommended, in what position and which sources the answer cites.
Search + social, part of Cision
What consumers share in public.
What they search in private.
SOCIAL INTELLIGENCE
What consumers share in public
Social posts, videos, bartender content and reviews, where people share cocktails, bottles and moments openly.
Reveals
Which cocktails, creators and moments spread
How consumers feel about your brands
Experiences in consumers’ own words
See Brandwatch with Trajaan
SEARCH INTELLIGENCE
What consumers search in private
Questions typed into Google, TikTok and Amazon, and asked to ChatGPT, Gemini and Perplexity.
Reveals
How many people really want it
Where demand rises, down to the city
What AI assistants recommend
See search intelligence
SEARCH + SOCIAL, COMBINED
One complete view of the consumer
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Size every trend
Tell a viral cocktail from lasting demand before you commit innovation, stock or budget.
Know where to act
Pinpoint the markets and cities where demand is rising, and brief sales teams, distributors and on-trade partners.
Understand the why
Read the conversations behind each search spike: the cocktails, creators and occasions driving it.
Answer where consumers look
Show up with the right serve on social, in search results, on retailer pages and in AI assistants.
Teams we work with
Trusted by spirits experts, in every team.
Insights, social intelligence and digital teams use Trajaan to read consumer demand earlier and act with confidence.
Heads of insights · Consumer research
Insights & market research
Quantify consumer needs that surveys miss, test hypotheses in days and compare markets on one consistent signal.
Innovation · Category · Liquid development
Innovation & category
Validate flavours, serves and formats before launch, and size emerging categories market by market.
Brand managers · Media · Content
Brand & marketing
Track awareness for every brand, plan campaigns around gifting peaks and prove impact market by market.
Sales · Trade marketing · E-commerce
Sales & e-commerce
Prioritise markets, cities and retail partners where consumers search most, and time activations to demand.
"Trajaan is the best technology in town to quantify the interest for emerging categories & cocktails in all key markets like China or Japan."
Sandrine Martin
Global Head of Social Intelligence, Moët Hennessy
"Trajaan is the first social insights provider focused on search engines. Paired with traditional research, search listening is powerful to quantify purchase drivers & blockers."
Yunhui Zhou
Senior Consumer Insights Expert, Pernod Ricard
"Trajaan helps us detect all search trends related to spirits & cocktails in 15 countries - then decide what to do next without local content marketing agencies."
Giulia Stanisci
Global Web Exp. Manager, Campari Group
See Trajaan in action
See what consumers are asking about your brands, in every market.
Get a tailored walkthrough of consumer searches on Google, TikTok, Amazon and AI assistants, for your brands, categories and markets.