Client: Spirits Brand
Project: Luxury Segment in Guatemala
Categories: Alcoholic Drinks, Spirits
Tags: Culture, Upper Class, Premium Consumption
A premium alcohol brand sought to understand the particularities of Guatemala’s upper class — how they relate to their country, to one another, and to the category. By exploring the tension between showmanship and discretion, we identified key opportunities for connection in both on-trade and off-trade settings.
Methodologies: I conducted ethnographic visits to consumption venues with Guatemalan friend groups, held in-person interviews with cultural experts, and led co-creation sessions with the client to share insights and strategic opportunities.
