Portfolio strategy rooted in culture
The brief Our client is a challenger in the Laotian beer market, against the dominant local leader: state owned Beer Lao. In order to develop a strategy with real impact in wrestling share, they needed a foundational understanding of beer motivations and drinking culture. Our approach We travelled through urban and provincial Laos, hung out with everyone from affluent urban youth to older farmers, immersing in Lao drinking culture and identifying opportunities for our client’s portfolio of brands. Outcome Through this we created a needs and occasion based framework, mapped out the beer category, identified opportunity areas and white spaces, and laid the foundation for a long term portfolio strategy for the client to grow both in share and cultural resonance.