Santiago Solutions Group

Strategic Intelligence

Premium spirits and wine company, Pernod Ricard USA (PRUSA), the second-leading company in the U.S. by sales value, engaged Santiago Solutions Group to analyze current and project potential Hispanic market share for their brand portfolio.

• We evaluated the Hispanic liquor category by:
• volume/consumption
• penetration by age and acculturation
• brand preferences and patterns

• To uncover insights and drive our US Hispanic strategy, Santiago Solutions Group conducted field-site research in emerging and key markets:
• 1,500 sample quantitative study
• 100+ in-depth field interviews in the US, Mexico & Puerto Rico

We analyzed our research and learnings to create detailed category profiles of the Hispanic consumer. These category profiles provided us with sufficient volumetric guidance to generate incremental consumption and profit projections for the US Hispanic market.