Engaging Next-Gen Whiskey Drinkers

Challenge

Helping a leading alcohol brand explore the needs and perceptions of Next Gen / Multicultural whiskey drinkers, to inspire communications and brand planning, and ultimately drive growth.

A top-shelf alcohol brand set their sights on LDA Gen Z, a generation known for setting trends and shaping culture. They wanted to connect with this dynamic crew in a way that felt real, not forced. But they needed an expert partner – someone who gets what makes Gen Z tick. That’s where we came in.

Approach

We kicked things off by partnering closely with the brand, aligning on key success metrics to ensure we shared the same vision for the project. Armed with a deep dive into their existing materials, we immersed ourselves in the vibrant world of Gen Z. We invited Gen Z drinkers to a one-day shopping pre-task, which gave us a peek into their shopping experience. This set the stage for lively online discussions filled with candid conversations and creative exercises to gain the raw, unfiltered truth about Gen Z’s perceptions and feelings towards the brand.

Impact

We didn’t just hand over a report; we delivered a roadmap to capturing Gen Z’s hearts (and their loyalty). Our deliverable was packed with insight, including the motivations, rituals, and unique blend of emotional and functional needs that drive their drink choices, as well as the aspects of the brand that were resonating with Gen Z and those that were falling flat. And we provided a tailored toolkit of messaging and activation strategies designed to speak to the diverse nuances within the Gen Z demographic.