The Challenge

As the mezcal category matured and consumers became more discerning, the brand needed to identify priority markets beyond the usual large cities. The goal was to determine where to focus geographically and how to approach direct-to-consumer channels, especially amid the industry's first signs of slowdown in years.

The Synthesis

Combined AI-powered market intelligence mapping, quantitiative data, and industry data analysis to create proprietary market tier framework. Included scanning festivals, restaurant openings, and cocktail scene indicators across 15+ emerging markets plus DTC regulatory landscape.

The Result

• Consumer profile and behavioral segmentation: Based on values like ritual, curiosity, and conscious consumption

• Comprehensive go-to-market framework: Core, Expansion, and Cultural Hub city prioritization

• 3-tier market strategy: 12 non-obvious markets identified for strategic advantage

• DTC roadmap delivered: Regulatory analysis across 50 states plus implementation resources

Impact

The client walked away with more than a map. They gained a clear, insight-led lens on where Mezcal can win and why. With market outlooks, values-driven consumer profiles, and a full DTC feasibility scan, the work turned category noise into a focused launch path built for confident decisions.