about the HARLEM STANDARD
The heart, hustle, and soul of Harlem are intricately woven into the fabric of their brand. It inspires to encapsulate the vibrant energy into every Harlem Standard bottle. The company is dedicated to building a strong presence in Harlem through collaborations with community partners, such as The Greater Harlem Chamber of Commerce, Jazz mobile, Boys and Girls Club of Harlem, and Big Brothers Big Sisters of NYC.
SPIRIT of HARLEM | BEATS OF jazz music | love for exceptional whisky
proJECT :
Strategizing expansion for
the harlem standard
outcome :
business strategies
and web design
AIM :
To comprehensively analyze the brand and identify opportunities for growth and enhancement
OVERVIEW
PARSONS X THE HARLEM STANDARD
The Harlem Standard, an American whiskey brand launched in 2020, has rapidly earned recognition in the alcohol industry. Being a relatively new entrant, it possesses considerable potential for growth. In this project, the students of Parsons formulate strategies to facilitate the brand’s expansion
meet the team
VANI
NIKHIL
NIRKHUNAN
RITIKA
MY ROLE :
My emphasis and contribution in this project centered around UI/UX design, data analysis, research, and strategy.
Project duration : 4 WEEKS
PRESENCE
The brand is currently in full operation, generating revenue, and actively conducting sales across five states - New York, New Jersey, Tennessee, Georgia and Florida
EXPANSION IN MID-ATLANTIC
The key takeaway is that the brand has recently signed exclusive national distribution for the Mid-Atlantic region of the U.S.
the challenge
How might the Harlem Standard expand beyond the reach of its current patrons and regions?
THE PLAN
Understanding the brand
Products and services
They provide a selection of five whiskey varieties, a variety of cocktail recipes, and a comprehensive mixology book.
Tone of voice
Bould, boujee and dissent - is one way to sum up the brand. It exudes confidence and courage by showcasing a willingness to be different.
Value proposition
Drawing inspiration from the rebellious spirit of Prohibition ideologies, jazz music, and the Harlem Renaissance, they craft for a modern palate and for the discerning connoisseur.
Teams
It is a team of 12 where every individual is responsible for different departments such as Marketing, PR, sales, creative and mixology.
Partnership
The organization continues to build its presence in Harlem through its work with community partners, including The Greater Harlem Chamber of Commerce, Jazz mobile, and Big Brothers Big Sisters of NYC.
What’s different?
The brand is all about spreading the jazz vibes and it is evident through their efforts of curating a spotify playlist of jazz music.
Stakeholders
Customers
Bartenders
Bars
Bartenders
Expansion Strategies by other brands
Promoting female leadership in the whisky industry
Ready-to-drink cocktails
Tours, tastings, & events to attract whisky enthusiasts
Educational packaging
Social media influence, digital marketing & e-commerce
Partnerships with celebrities to grow globally
How to go about?
The objective of the research was to get a holistic understanding of the brand, the market, the consumers and the stakeholders involved. The team tried to capture the consumption and behavior of consumers and mapped down opportunities of growth and enhancement. The logical next step was to plan :
What is the need?
Brand recognition
How might we do that?
Long term strategy
Short term strategy
There is a pressing need to boost the brand recognition among both consumers and businesses. Establishing a rapport with the audience for this B2B and D2C model is crucial, and it can happen if we use our time wisely.
LONG TERM STRATEGY
Bartenders play a pivotal role in the alcohol industry by shaping cocktail trends, recommending brands, and offering valuable feedback on consumer preferences. They have the potential to serve as key assets in generating buzz for brands.
Indirect marketing through bartenders
By creating a sense of community in the following ways :
Bar take-overs
Merch
Mixology challenges
THE HARLEM STANDARD
SHORT TERM STRATEGY
While the implementation of the strategy outlined will naturally unfold over time, it's imperative to take immediate actions to elevate the brand in the interim. Notably, the brand's website has remained untouched since its inception, and there is a pressing need for a comprehensive revamp. The aim is to not only modernize the site but also to convert visitors into customers.
TAKEAWAY
This project helped me understand how to use time as a key asset. Our short-term strategy effectively conveyed to the CEO,
Mr. Brian, the impact that can be achieved with even minor adjustments. His positive acknowledgment helped me learn that navigation is the cornerstone of usability. Having good website navigation is most crucial for ensuring that visitors can find what they’re looking for.
Interview highlights
We talked to the stakeholders to get an understanding of the brand’s positionality, their preference amongst other brands, their choice of drinks and a few other aspects.
From the 14 interviews that we took, we realized that there is a need to create buzz about the brand in the market. There’s a need for the brand to create a rapo with customers or other businesses.
“I’m sorry, I haven’t heard about this brand.”
“Love the concept of bringing Harlem to the rest of the world.”
“The Harlem Standard, hmmm, what’s the story behind the brand?”
“What’s their pricing?”
“We love to explore new drinks”
“A NY based brand, tell me more!!”
Before
After
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