Objective
Diageo LAC embarked on an ambitious journey to innovate within the Latin American market by developing a distinctive flavor pairing for their gin. They focused on creating a unique infusion that combines the tropical tartness of guava with the refreshing citrus notes of lemongrass. This bold initiative aimed to capture the vibrant and diverse tastes of local consumers, offering a new and exciting twist on traditional gin flavors.
Challenge
Assess the market potential and consumer appeal of the guava and lemongrass flavor combination in the context of alcoholic beverages, with a particular focus on white spirits, in Latin America. This analysis includes a detailed evaluation of the Brazilian, Mexican, and Colombian markets. The objective is to understand how this unique pairing resonates with local consumers, identifying the levels of engagement, preference, and emotional connection.
Solution
Leveraged Ai Palette’s extensive social and search database to conduct an in-depth analysis and validation of the guava and lemongrass flavor combination’s potential, engagement, and emotional resonance in the target Latin American markets. This approach included a comprehensive examination of e-commerce trends, bar menus, and home recipe data to gauge consumer interest and preferences. The analysis revealed a moderate level of engagement with guava and identified lemongrass as a niche yet appealing ingredient. Detailed emotional maps and prevalence data further supported the flavor pairing’s success, highlighting its alignment with consumer tastes and market trends in the LAC region. This thorough research provided robust evidence for the viability and market appeal of the innovative flavor pairing in alcoholic beverages, particularly in white spirits.
Outcome
Tanqueray Bossa Nova was successfully launched in Brazil, featuring the tropical tartness of guava and the herbal citrus notes of lemongrass. This innovative product reflects a strong alignment with consumer preferences and market trends. The accelerated launch showcased a premium spirit that merges the classic quality of Tanqueray with the exotic and vibrant flavors of Brazilian guava, enhanced by refreshing hints of lemongrass. This fusion not only highlights Tanqueray’s commitment to quality but also its dedication to catering to local tastes and embracing regional ingredients.
