Alcoholic Beverage Company Fueled Business Growth with Multicultural Consumers
Challenge
Primary Research Objectives:
A leading global portfolio of top alcoholic beverage brands needed to deepen their understanding of culture.
Their North America operation launched an initiative in 2019 to future-proof their brands through a comprehensive “Cultural Fluency” audit of 20 brands including select competitors.
The brand’s goal was to build the organizational capacity to understand younger, intrinsically diverse LDA consumers, a segment Collage Group defines as the New Wave. The mission was to drive brand growth while providing a platform for motivating internal change.
- Understand key cultural traits of the New Wave Americans, aged 21– 40, and validate them for the alcoholic beverage category.
- Identify where traits and values resonate across diverse segments as well as where they diverge.
- Build a framework and set of principles that can be applied to creative executions across the company’s portfolio.
Solution
Collage Group developed a Cultural Fluency Roadmap to guide the brand in achieving their business objectives. This included:
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