Johnnie Walker Red label



Johnnie Walker came to us with a simple, yet complicated proposition: how do we position Johnnie Walker Red Label among the key and growing Hispanic demographic in the U.S.? To find out, we decided to perform qualitative research to uncover the insights that will help position the brand for growth among this audience.

We performed focus groups, online journals and ethnographies among Hispanic consumers of different acculturation levels in Los Angeles and Houston to better understand consumption patterns, cultural factors, the competitive landscape and the drinking occasion as a whole and specific to whiskey.

The work was performed in partnership with Agent A.