Challenge
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.
![](https://www.collagegroup.com/content/uploads/2024/06/sangria-senorial-nR2hBUSRV6Q-unsplash-1030x774-1-1024x769.webp)
Primary Research Objectives:
- 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.