The Challenge

The Hispanic consumer was underrepresented across the wine and spirits portfolio, despite strong category relevance. Leadership needed to understand the commercial opportunity, align internally, and equip teams with a compelling story to drive Hispanic-focused retail programming.

The Synthesis

Created the company’s first Hispanic retail strategy by integrating multiple inputs: a proprietary sizing model to define the opportunity, a rapid quantitative study on consumer behaviors, cultural insights from external sources, shopper panel analysis to capture purchase dynamics, and syndicated market sales data to validate commercial impact. The research was synthesized into clear frameworks and tools designed to guide both brand and commercial teams.

The Result

• Defined Hispanic retail opportunity and go-to-market strategy

• Delivered insights tools and narratives tailored for sales and retail audiences

• Presented strategy at sales conference and key retailer meetings

• Informed launch of Hispanic-focused brand programming across priority retailer banners

• Secured executive support and incremental resources to scale effort

Impact

Reframed the Hispanic consumer from an underdeveloped segment to a strategic priority. The work unified teams behind a clear growth opportunity and equipped the business to activate Hispanic-focused retail strategy with confidence.