Global Spirits Company
Defining premium opportunities for a global spirits portfolio
THE BRIEF
A global spirits company needed to strengthen the appeal of its whiskey, tequila, cognac, and vodka brands as competitors gained share. The client wanted to understand what drives consumers to trade up in off-premise retail and to arrive at premiumization opportunities and high-potential ideas across the portfolio.
THE WORK
We analyzed market and category trends, conducted in-home consumer interviews, and drew inspiration from luxury, hospitality, and experiential brands to understand the cues that shape premium perception and behavior. From those learnings, we created strategic territories and a premiumization value equation mapping the occasions, expectations, and emotional drivers behind trading up.
Through an ideation sprint with brand teams, we generated solutions across product, format, packaging, experience, and technology for each spirit category. Several ideas moved into immediate testing, and the framework became a long-term tool for pipeline innovation.
