Lassonde
We turned a juice company’s overlooked alcohol portfolio into a clear path for growth.
Known for juice, Lassonde’s alcohol division, Arista, sat in the background, in need of direction. Asked to guide its evolution, we saw an opportunity to consolidate the alcohol and non-alcohol portfolio under one strong name. Leading with consumer needs, we mapped the portfolio and revealed a crowded affordable segment, an untapped convenience occasion, and an underdeveloped flavor-led space. The result: two brands discontinued, two rebranded, and a new line launched.
2
discontinued brands
2
rebrands
1
line extension
Opportunity
Lassonde is one of Canada’s best-known juice companies, but few could say what it was doing in alcohol.
Lassonde’s lesser-known alcohol division, Arista, held little equity and needed clearer direction. A business review presented three paths: reduce wine markets, exit wine to focus in ready-to-drink, or exit alcohol entirely.
Each asked Lassonde to give something up. The market showed it didn’t have to.
As the line between alcoholic and non-alcoholic drinks dissolved, we saw an opportunity to consolidate under Lassonde. A combined portfolio could keep wine intentional, accelerate ready-to-drink, and strengthen the core.
“Wine under $12 was the fastest-growing segment in an otherwise declining category, up 14%.”
Solution
Build the portfolio around consumer needs, not categories.
We started with what prospective customers valued. Combining customer segmentation and syndicated data, we defined four beverage need states. We mapped the portfolio against them to reveal where to focus, exit and grow.
Everyday Goodness was overcrowded. Affordable wine was growing 14%, but Lassonde’s brands were cannibalizing one another. We recommended discontinuing two brands and focusing on revitalizing Au Quotidien.
Refresh Made Easy was a white space. Smaller format and ready-to-drink sparkling wines were surging. Since Lassonde had no brand owning this occasion, we repositioned Arte Nova to lead.
Playfully Premium was underdeveloped. Non-alcoholic RTD was the fastest-growing segment in its category at 25%. We identified an opportunity to extend Del Monte into tropical, low-sugar mocktails.
Impact
We reshaped a portfolio matched to Lassonde’s ambition as a serious player beyond juice.
Lassonde adopted our recommendations and we are now bringing them to market through rebrands of Au Quotidien and Arte Nova, and a new line of Del Monte tropical mocktails.
