Haku taps Rina Sawayama, Tokyo cocktail culture and experiential marketing to build a global premium vodka proposition.
Diageo localises 'Keep Walking' with Arata Iura, showing how luxury spirits can use talent, context and craft to build relevance.
Jose Cuervo uses a Soho pop-up and 10,000 free Margaritas to turn convenience into a tangible RTD brand experience.
Louis XIII pairs a 398-bottle release with a 13°C tasting ritual that turns cellar craft into high-value hospitality theatre.
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