Built a Product Roadmap with Black Consumer Wine & Spirit Preferences

Global Wine & Spirits Company with $5 Billion Revenue

Learn how the world’s leading brands are applying Collage Group’s consumer insights to drive cultural resonance in advertising.

Challenge

The CMO of a major alcoholic beverage company tasked a team with surfacing the mega-trends shaping the multicultural audience. The CMO wanted the team to refine or rethink brand positioning for the entire portfolio of wine and spirits brands based on these insights.

Bartender making drink with chopsticks

Solution

Using Collage Group’s proprietary data into the cultural traits of Black consumers, the task force recognized that category-specific insights about the attitudes and behaviors of Black wine consumers did not conflict with those of its Black spirits consumers as long as those insights were grounded in an understanding of Black cultural traits overall.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided category-level detail to deepen appreciation for Black consumers across the entire portfolio of alcohol brands.

OBJECTIVE

Understand Black consumer attitudes to wine drinking and resolve why these differ from attitudes to spirits drinking.

Black man with hat drinking wine with friend

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Alcoholic Beverages revealed a range of distinct insights into Black consumer attitudes to wine drinking and, in particular, toward developing Connoisseurship and Expertise.

CONNECTING THE DOTS

To connect the dots, Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

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