Shops Concoct Their Own High-End Hooch

Crispin readies Papa’s Pilar, its second offering

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For ad agencies looking to seem a little more entrepreneurial, it’s almost too obvious—build a booze brand from scratch.

But next month, Crispin Porter + Bogusky is unveiling its second. Papa’s Pilar, an Ernest Hemingway-themed pair of rums—one dark, one light—will hit shelves on March 4 in a handful of Florida cities, with plans to roll out to other U.S. markets later this year. The agency helped develop and brand the product, and holds what it describes as a “significant” minority stake in the business.

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