We put together a launch strategy for a luxury spirit brand in December 2020, focusing on 3 initial markets: the UK, USA and Mexico.
These markets presented different challenges. In Mexico the agave spirit that the brand sells is well known and there are many local brands competing for share of voice; in the USA, southern states such as California have high awareness of the spirit but in other states it is very low; and in the UK, knowledge of the category is close to non-existent.
The brand challenged Passion Digital to build brand equity in these markets, amplify reach and increase engagement. In Mexico and California we needed to upsell existing drinkers and justify trying a luxury brand, while in the UK and the rest of the US we needed to introduce the category and establish the brand as recognisable and aspirational, piquing interest and facilitating engagement and consideration. They also challenged us to grow their Instagram following with a target of 10k followers by the end of their first year.