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CONSUMER GOODS

Brewing a Novel Beverage Experience for Millennials


The Challenge

A multinational alcoholic beverages company that enjoys great success and awareness among mature consumers wanted to replicate that success with a younger audience. The company sought to establish a greater brand relevance with millennial consumers and to understand this cohort in terms of its needs and desires within the specific context of alcohol and alcohol-related brands. The company engaged Idea Couture, Cognizant’s digital innovation, strategy and design firm, to gain insights into the drinking culture of millennials.


Our Approach

Our team of anthropologists and design researchers observed participants at bars and clubs, effectively immersing ourselves in millennial drinking culture and conducting informal interviews. We also included millennials in the design process in our co-creation labs, where we created more than two dozen prototype concepts by rethinking traditional flavors and beverages. These concepts were based on what we identified as the key experience drivers and preferences in this cohort, and which set them apart from older audiences. We communicated these experiences and potential drivers, as well as possible use cases associated with the millennial drinking culture, to the client’s team through a short documentary film, which also captured the central narrative linked to the prototypes. In addition, we came up with a digital platform strategy featuring new branding ideas and directions.

Innovative Product and Brand Initiatives Achieve Results

Our innovation-led recommendations inspired the company to introduce numerous new products in major markets and to devise a series of pop-up and social media campaigns for its top brands. This project helped position the company as the fastest growing drinks brand in Britain. The company also launched an incubation program to foster and grow innovative product and brand initiatives from entrepreneurs.

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14% growth

in net sales in the first year

8.7% increase

achieved in value sales for a liquor brand in the second year

Shorty Award

for a tequila brand as one of the top performing social media brands in spirits


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