case studies

The Challenge

Ready-to-drink (RTD) alcoholic beverages continue to enjoy global growth, with new players and innovations expanding the category. Seeing this momentum as an opportunity to secure leadership, a legacy brand sought to develop a unifying global positioning and strategy.

Path Forward

To understand the global potential of the brand’s RTD offerings, we audited existing research and local strategies across key markets. Interviews with these international stakeholder teams helped solidify common challenges and opportunities. After synthesizing findings and promising global positioning directions, we facilitated an in-person workshop to drive alignment among decision-makers.

Impact

Our work paved the way for a global positioning statement and strategy that refreshes a classic RTD for a worldwide audience, working in harmony with the brand’s new creative campaign.