Stealth Black-Owned Whiskey Brand
A leading global spirits company identified an opportunity to create a groundbreaking product in the flavored whiskey category. They aimed to develop a vanilla-infused whiskey that would appeal to a diverse, younger demographic while celebrating Black entrepreneurship and culture. The challenge was to create a brand that would stand out in a crowded market and resonate authentically with the target audience.
As a Senior Advisor, Terry was brought in to lead the brand strategy, positioning, and product development for this innovative spirit. The goal was to create a product and brand that would capture market share and make a meaningful impact in the industry.
Terry implemented a comprehensive approach to bring this vision to life:
Market Analysis and Cultural Insights:
Conducted extensive research on flavor trends, consumer preferences, and cultural narratives in the spirits industry.
Analyzed the intersection of whiskey culture with broader African American cultural trends.
Brand Strategy and Positioning:
Developed a unique brand identity that celebrated Black excellence and entrepreneurship.
Identified “ownable moments” in the cultural zeitgeist with which the brand could associate its product.
Crafted a brand story that connected the product's vanilla notes with themes of untold stories, celebrating shared history and Black entrepreneurship.
Product Development:
Advised on packaging design, ensuring it communicated premium quality while reflecting cultural authenticity.
Go-to-Market Strategy:
Created a launch plan targeting key markets and cultural events.
Developed partnerships with Black-owned businesses and cultural influencers to amplify the brand message.
Marketing and Communication:
Designed a multi-channel marketing strategy emphasizing digital and experiential components.
Crafted messaging that highlighted the brand's unique story and cultural significance.
While the product is set to launch in Summer 2024, early indicators point to significant success:
Pre-launch buzz has exceeded expectations
Secured partnerships with three major cultural festivals, providing key launching platforms.
Received acclaim from industry insiders during private tastings, with 92% expressing strong purchase intent.
This project demonstrates Terry's ability to blend cultural insights, brand strategy, and product innovation to create meaningful and impactful brands.
