Cîroc was on fire. The brand was continuing to gain momentum with the core African-American consumer target, driving cultural relevance and appeal. While awareness and trial was in building stages among White consumers, it still lagged considerably behind Grey Goose. In order for the brand to have long term success, it was essential to gain traction across Total Market. At the time the research was commissioned, a brand architecture for Cîroc had been established, but the extent to which it resonated with core consumers and prospects had not been validated. Similarly, a consumer profile was in place; but demographic data only told part of the story and was largely speculative.