Activating discerning LGBT drinkers across Latin America

With Latin America rapidly becoming one of the world's greatest consumers of luxury goods, Diageo Reserve (the superpremium brands in Diageo's spirits portfolio) wanted to ensure that their brands were 'front of mind' of fashionable Latin American trendsetters.

We helped them establish that gays and lesbians were core to such an engagement strategy by quantifying the entire market and delivering a cross-Latin American community, trade and consumer strategy to activate their luxury brands among this audience.

The strategy will be rolled out over the next two years, making Latin America the first Diageo region that has actively made a LGBT drinker engagement plan part of their mainstream strategy.