Cultural Relevance Map: US Alcohol Brands (2004–2025)

How to read: X = Offline / In Real Life (IRL) → Online / Networked. Y = Individual Expression → Collective Purpose. Score ≈ 75% search attention + 25% motto adjacency.

How is the score calculated

1. Signals (per brand, per year):
   • Cultural attention — normalised Google Search interest for the brand in the United States (0–100).
   • Motto adjacency — cosine similarity between the brand’s motto/positioning text & a reference set of cultural themes (e.g., community, craft, creativity, sustainability) using sentence embeddings; re-scaled to 0–100.
2. Blend: Score = 0.75 × attention + 0.25 × adjacency (bounded to 0–100).
3. Normalisation: within each year we min–max scale across all tracked brands & clip extreme outliers (≈1st–99th pct).
4. Handling gaps: if a year is missing, we use the nearest available year; the animation linearly interpolates between years for smooth motion.
5. Category roll-ups: simple average of member brands in that category for the selected year.
6. Interpretation: higher scores = more cultural salience/fit (not a sales metric & not dependent on media spend).