spirits marketing

After the Surge in Premium Tequila, We’re Now Entering a Golden Age for Incredible Mezcal

In recent years, imbibing tequila's smokier-flavored cousin, mezcal, has become increasingly popular in the U.S. Of course, it'd be easy to assume that's the result of significant ad dollars being spent and major branding campaigns. But this seems to be one consumer trend where that's not the case. 

How Patron’s CMO Found Success In Selling Its Substance Over Its Style

Two years ago, when Lee Applbaum joined Patrón Spirits as CMO, the casual observer might have thought he had a breezy job ahead.

Aiming for a Comeback, Hpnotiq Wants You to Party Like It’s 2001

In 2001, the distinctly blue liqueur Hpnotiq burst onto the scene and became a staple of hip-hop and nightlife. Mentioned in at least 163 songs' lyrics during its heyday, Hpnotiq clearly did something right at launch.

Pharrell Williams Sues Diageo for $5 Million

Pharrell Williams has sued marketing partner Diageo North America for $5 million in a New York City federal court, claiming the spirits giant has failed to distribute the rapper's "Qream w