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American Anthem

  • Translation of Trends to Innovation Platforms

  • Rapid Concept Prototyping and Design 

  • Concept Optimization with Customers 

  • Strategic Future Pipeline Building


The challenge

Diageo wanted to better serve the value premium segment of the vodka category but needed it compete on more than price alone.

Our approach

Research and trend analysis of the category revealed strong consumer desire for handcrafted American vodka but the current contenders were more style over substance. The team took inspiration in the growing desire to “buy American” and pushed to leverage patriotism in a way that was positive and purpose-driven without being political.


The Result

Five-times distilled, American Anthem is made from corn sourced from Indiana and Iowa. More importantly, it offers a great value that is rooted in giving back, with portion of every sale to military veteran causes.

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