Reinvigorating the premix category

As the world’s leading spirits company, Diageo is committed to offering its customers more opportunities to enjoy their brands. The challenge for the brand was to keep this promise in the ready to drink category, which had become stale over time with undifferentiated, functionally driven offers.

We partnered with Diageo’s insights, innovation and brand teams to uncover the insights needed to unlock disruptive growth to turn premix around.

Our work helped to shape the innovations that have brought cultural cool back to the category with products like Bundaberg Brewed and Crafted and Bulleit Batches with plenty more in the pipeline.

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