How an Alcohol Beverage Company Grew Market Share by Improving Its Cultural Fluency While Spending Less than Competition  

The Challenge

A challenger alcohol company sought to grow its vibrant tequila brand by leveraging cultural insights to resonate more strongly with Multicultural consumers. They partnered with Collage to uncover key insights about their growth consumers, determine where the brand had the right to win, and devise strategies to activate authentically.

The Project & Process

Collage’s team of Cultural Strategists and in-culture experts guided the brand through a multi-step process.

Assess

Using Collage’s curated insights and comprehensive consumer and category data, they assessed their consumer base and brand’s cultural fluency. 

Insight Discovery

Having identified their key target audience, the brand next leveraged Collage’s depth of cultural intelligence to explore how their Mexican brand heritage and vibrant ethos could create stronger, lasting connections with Bicultural Hispanics, ultimately driving purchase intent. Collage conducted a dynamic in-person workshop with the brand team and partners to develop a strategic action plan for the brand. 

Action Plan

The brand came away from the workshop with a clear vision for its impact with Bicultural Hispanics and a strategic road map for bringing that vision to life. It identified unique creative strategies in a saturated category where others were sticking to traditional approaches. 

The Results

The brand’s performance has been remarkable, achieving market share growth despite being outspent by competitors. Its Brand Cultural Fluency Quotient (B-CFQ) increased by +10 points, elevating it from a mid-tier position to the top tercile, and firmly establishing the brand as culturally fluent with Bicultural Hispanics and Multicultural consumers more broadly. Brand awareness increased significantly across all ethnicity groups, leading to overall brand awareness growth in the double digits.