A Liquor Brand’s Challenge: When Marketing a New Spirit Requires Building an Entirely New Category

A world-famous chef is turning to 'experience' for something totally different

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Is it gin? Is it mezcal? Is it rum?

Those are among the questions an initial imbiber of Empirical might ask on their first encounter with the alcohol brand released this summer.

The term “empirical” is defined as “both based on observation and experiment,” as well as “derived solely from experience.” That ethos is at the heart of what the label hopes to convey.

Empirical is the brainchild of Lars Williams, a former chef from Copenhagen’s Noma, a restaurant often ranked among the world’s best.



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