Sophisticated, sociable, educated, savvy and adventurous American men and women aged 30+, medium / high purchasing power living in highly populated urban areas who value new experiences and authenticity. During their free time, they enjoy cigars, music, luxury cars, fine dining and travel.
Our target customers value quality, great taste, exclusivity and product innovation. They also like unique products, new experiences and to be trendsetters. They have a lot of choices, and currently drink premium spirits such as Ciroc Vodka, DeLeon Tequila, Luc Belaire Champagne and Bumbu Rum.
Our target consumers want to engage with brands on social media. They seek to diverge from the paths their parents took, and extend that desire to the products they buy--opting to "discover" something new rather than adopt the products their parents consumed. Once they find a brand, they tend to stay with it, as the brand becomes a part of their identity. The target consumer is also health conscious with a preference towards purchasing food items that are locally grown, produced in small batches with authentic flavors. The consumer is also concerned with environmental sustainability and preservation.
Given the wide range of liquor options they are exposed to, they can afford to be selective with their purchases--as a result, quality is key to appealing to these consumers in the long run. They look for a high-quality product with authentic taste.