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Cost of focus testing a beverage in Europe

AUTHOR
DATE
2025-12-09 19:47:03
CATEGORY

The cost of focus testing a beverage in Europe (or similar products) depends on the format, scale, and objectives. Here are some guidelines based on data from agencies that conduct market research.

Average cost estimates

  • For a classic focus group (6–10 people, 1.5–2 hours, tasting + discussion), the usual cost in Europe is approximately €3,000–€5,000.
  • More “premium” focus groups with detailed analysis, incentives for respondents, venue rental, logistics, possibly recording/video, moderation, and report preparation cost $4,000–$10,000 (≈€3,700–€9,300) per group.
  • Typical qualitative research projects (several groups, analysis, report, segmentation, etc.) often cost €5,000–€12,000.

What affects the price when it comes to beverages (e.g., 6 bottles for tasting)?

The price may vary depending on:

  • Where the test is conducted—online, in-person tasting session, blind tasting (with sealed packaging). Physical tasting and logistics (sample delivery, venue, moderator, cleaning, disposal) add to the cost.
  • The number of respondents and focus groups (the more, the higher the cost).
  • Incentives/compensation for participants (usually a “participation fee” or gifts are given, especially if the test involves alcohol tasting).
  • Additional services: recording and transcription, analysis, reports, segmentation, possibly consultation, recommendations, preparation of recommendations on the recipe/product.
  • Legal and logistical nuances — working with alcohol may require compliance with additional rules, which adds complexity.

If you just need to “test” a drink on a small group (for example, 8–12 people), you can get basic feedback for around €3,000–€5,000. If you want a serious, “market-ready” report + analytics, it is reasonable to expect to pay €5,000–€12,000 per “round.”

Conclusion

If you are a small or medium-sized producer and have six bottles for testing, the most logical approach is to order one or two focus groups (of approximately eight to twelve people) to obtain information on texture, organoleptic properties, taste, aroma, and packaging. This will likely cost you between €3,000 and €5,000.

If you want something a little more professional: blind test + good report + recommendations — more like €5–10 thousand.