A Blueprint for Growth for a Wine and Spirits Company


CHALLENGE: One of the largest American-owned wine and spirits companies decided to go beyond traditional demographic-based research in order to identify high-prospect growth segments and prioritize them based on a number of discernible, but rarely analyzed criteria.

APPROACH: For this Jobs to Be Won™ study, Halverson Group surveyed thousands of consumers, a sample representing 31% of the U.S. population, in order to gain insight into who drinks what, when and why.

FUEL: Through the findings we articulated four key brand drivers that illuminated growth opportunities in the current alcoholic beverage landscape, weeding out targets not worth pursuing from those whom the brand can best leverage.

WIN: By uncovering how flavor profiles, brand attributes, personality and consumption situations dictate drink choices, the client can understand the brand’s role in consumers’ lives and shape outreach accordingly.