When a major global beverage brand asked Lantern to help them generate a new vision for their out-of-home business, the team quickly knew that this time the answer was not in the hands of consumers. We picked up our luggage, passports and notebooks and visited different corners of the world to talk to and learn from cocktail experts, creative types, baristas, restaurant owners, drink entrepreneurs, beverage machine designers and trendsetters of all walks of life. The list of emerging category trends, customer dilemmas and consumer insights that we discovered was long, but our key conclusion was short and to the point: our client had a tremendous opportunity to radically re-design its offering, in order to engage with a new wave of consumers that were seeking honest and innovative drinks that were made with passion. Once the vision was established, our team co-designed and tested new product and service concepts with consumers and channel experts, iterating along the way towards relevant, radically new and commercially viable solutions. We're proud to announce that our work will soon be available at a bar near you.