When a leading light beer brand needed to create a segmentation strategy, we used our Culture Map methodology to deconstruct the male light beer drinker across the top three light beer brands and found the brand's unique aspect of authenticity. The strategy allows the brand to build into real narratives strengthening its bonds with existing culture and expanding its reach into three previously unchartered white space arenas allowing it to resonate louder, longer and stronger than it would among the old school mass market.