Designing for Growth

Challenge

Exploring the US and Mexican market for a leading tequila brand to uncover innovative growth opportunities within the spirits category.

Leveraging smart, foundational work, our client came to us to help spark innovation ideas in a meaningful, future-proofed way. We were tasked with understanding the evolving competitive landscape of spirits and tequila, within the US and Mexican markets, anticipating shifts to guide the brand forward.

Approach

To understand this audience, we first connected with experts to get a people-first perspective of the current landscape. With a keen focus on spirit drinkers, we met with tequila super fans to learn more about their unmet needs, desires, and gaps that may exist in the US and MX markets. We then dug deeper by immersing ourselves in a collaborative workshop to discuss prioritized innovation opportunity spaces which later fed into our dig site developments. Working cross-functionally, we finished off by crafting and polishing idea statements with insight-led, actionable benefits to drive innovation and growth.

Impact

Through our report, we contextualized how people perceive and define the tequila space. Our client gained an understanding of where their brand fits within people’s lives and how to evolve their offerings to grow their brand for the future. Idea statements created throughout the project were plotted onto a 5-year pipeline cadence map to help our client visualize their growth potential.