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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