Luxury Alcohol Brands Hone in on Lifestyle Marketing

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From Martell to The Macallan, LUXUO looks at how alcohol brands shift toward the lifestyle sector to market to broader consumers.

, alcohol is something that is experienced. First, tastes are subjective to the individual consumer and then there is the challenge of aptly describing flavour profiles on paper alone. For decades, luxury alcohol brands have sold based on prestige and their own brand’s centuries-old premium heritage.

Paying homage to French art de vivre through the country’s most prestigious châteaux, Maison Martell unveiled the L’Or de Jean Martell –. Martell collaborated with Maison Baccarat to create an exquisite crystal decanter. Maison Martell and Maison Baccarat hone in on their brand’s French luxury and craftsmanship to deliver a combination of richness and French refinement.

The bespoke blend of rich fruity notes, elevated with hints of spice and gentle smoky characteristics is then housed in Royal Salute’s signature flagon, which has been adorned with three striking designs by Richard Quinn, each showcasing the designer’s characteristic bold style and love of colliding patterns.

The Macallan’s new cocktail range pays homage to classic flavours while embracing new contemporary twists. The Old-Fashioned mirrors the simplicity, elegance and timelessness qualities of The Macallan and doesn’t compromise on the label’s quality and exceptional whisky making. The Boulevardier symbolises elegance, refinement and innovation paying homage to classic flavours while embracing new contemporary twists.

It is also worth noting that brands like The Macallan, Royal Salute and Martell are usually consumed during high-end celebrations but are now incorporated as part of food pairings and highball cocktails.Whisky is now marketed and served as an accompaniment to savory dishes.

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