Diageo markets a diverse portfolio of Scotch whiskies around the world. The richness of the category is a big part of the attraction for consumers. Diageo’s challenge was to tailor such a complex portfolio to the individual needs of each market. Initially we worked with them to codify individual brands. We then developed a process for managing the Scotch portfolio driven by consumer opportunities.

Finally we helped them to roll this out to over 30 markets. Some of the main successes from this work have been the expansion of the Scotch category in Mexico; re-alignment of the portfolio in Korea and the revitalisation of the whole category in Brazil.