In 2014 we were tasked by Milagro Tequila with better understanding millennials' tequila occasions and perceptions of the category.
Rather than conduct focus groups in a stuffy research facility we herded our subjects into a Chicago bar.
What did we learn?
The values of the tequila category were out of sync with the usage occasion and the consumer's aspiration. Tequila is about fun and the category was moving to a serious, dour, and overly macho space.
This resulted in a positioning and communication strategy that was premium but rooted in values of optimism and fun.
Milagro Tequila: Brand Positioning