Black Affluent Brown Spirit Drinker Deep Dive

Challenge

Illuminating Black affluent brown spirit drinkers to lay the path forward for global whiskey brand and fuel broader portfolio growth.

A prominent alcohol brand, known for their rich and complex flavors, wanted to expand their portfolio, but lacked key information about their target audience: Black affluent brown spirit drinkers. We sought to understand these spirit drinker’s values, journeys, and relationships with the category; while uncovering their needs, and the unique benefits of premium brown spirits.

Approach

We used digital diaries to get an unfiltered look into the lives of Black, affluent brown spirit drinkers, so that we could identify who they are, and their drinking motivations, occasions, and journeys. Using this approach, participants welcomed us into their lives and homes via live photos and videos, which allowed us to see the brands in their repertoire and gather clear expressions of how they perceive our client. Armed with these initial learnings, we then facilitated four dynamic group discussions to foster deeper conversations about the best, and most frequent occasions for drinking premium brown spirits and the brands that deliver.

Impact

Our research garnered a collection of rich, empathetic narratives about Black affluent spirit drinkers, creating a library of user-generated written, photo, and video content that informed current objectives and inspire future acquisition targets.