Twisted Tea
How might we...Inspire the Twisted Tea brand team to think differently about how to win the West?
ChallengeTwisted Tea benefitted from its cult-like following on the US East Coast, but marketing efforts weren't getting the same results on the West Coast. Our client needed new insights and ideas to expand its audience and win in the West.
...where do we go from here?
Approach
We inspired the Twisted Tea team to think differently about how to win in the West by designing highly curated and immersive Safaris in key Northern California cities. During the Safari series, the cross-functional Twisted Tea team experienced and interacted with trends first-hand through exploring on-premise drinking culture, scanning off-premise competitive activity, and dining with loyal and competitive drinkers to explore their passions, motivations and preferences.
The resulting insights unlocked new pathways for growth by informing cultural programming, partnerships, and product innovation.
Insight
We keep moving forward, opening new doors, and doing new things because we're curious, and curiosity keeps leading us down new paths." Walt Disney
That's precisely why brand leaders must stay curious and be willing to dive deep into the cultures they want their brands to become a part of. Exploring the weird, the wonderful and everything in between is where the unexpected insights lie in wait, the little moments that unlock big ideas and new pathways to growth.
Outcomes
- Uncovered 30+ actionable insights that led to:
- Stronger connections to West Coast culture through partnerships with music festivals, Suzuki Motocross and new delivery services
- New product innovations like the Party Pouch, Twisted Tea Rocket Pop, and the 8% ABV 'Extreme' range
- Outpaced 'Mike's Hard Lemonade' leadership in the West with continuous double-digit growth through cultural connections, innovation, and distribution