Harrison Fraser

Creating brands,
creating places

The Portman Group

Strategic review

  • Strategy
  • Identity

H:F were invited to assist The Portman Group in a strategic review of its brand and purpose during 2019.

The Portman Group exists to inform responsible drinking and monitor the marketing activities of drinks producers, distributors and retailers. Our team carried out extensive research into the language and presentation of The Portman Group, and its international equivalents, in its search for a unique and compelling positioning in the face of rapidly changing attitudes to alcohol and its consumption in society.

Working with the executive team and with The Portman Group’s corporate partners, a new positioning and additional clarity to the organisation’s mission were agreed.