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Topic: spirits

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

The smoky spirit's sales have doubled in 4 years

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…

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

Adweek’s 2015 Brand Genius winner for spirits

Two years ago, when Lee Applbaum joined Patrón Spirits as CMO, the casual observer might have thought he had a breezy job ahead. After all, in the '90s Patrón had already…

Each Bottle of This Gin Is Flavored With the Venom and Pheromones of 62 Ants

For $310, you could try the first batch of Anty Gin

Unlike scorpion vodka, snake whiskey or cheap mezcal, no deceased creatures await you at the bottom of a bottle of Anty Gin. Instead, it's distilled quart by quart from an…

Sean 'Diddy' Combs Is Rebranding Ciroc for the Millennial Mindset

The vodka's new message is more about 'we' than 'me,' says the mogul

Sean "Diddy" Combs has always been a hip-hop marketing pioneer, extending his brand into fashion in the late '90s and top-shelf liquors in recent years. Since 2009, he's helped Diageo's Ciroc…

Spirits Brands Have a Big Opportunity With Mobile Ads

IAB finds that drinkers are digitally savvy

Diageo seemed to signal in 2011—by inking a multimillion-dollar deal with Facebook—that alcohol brands were embracing online advertising. But the consumer-goods category still lags digitally behind niches not called healthcare, and…

Selling Aperitifs in an MGD World

Can St-Germain creator Robert Cooper bring back the amuse-bouche cocktail?

Some brand creators prosper by falling in step with established trends; Robert Cooper is not one of them. In 2007, the third-generation distiller created St-Germain, an artisanal French liqueur for the…

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