Fashion is always reflected in current cultural trends—programming us to perceive what’s hot, new, provocative, or back in vogue—if you’re into that sort of thing. And even if you’re not, you almost assuredly will be delivered the message as we’re inundated by advertisements. What is it that makes the whole industry—including luxury clothing, cars, accessories and the like—so appealing even to those who can’t afford them?
If all-encompassing fashion is the engine running full-steam ahead of the luxury lifestyle train, alcohol is the front car of what’s trending. Spirits can create a cool factor like few other verticals can, and, they’ve got an even bigger advantage. Unlike luxury clothes, cars and accessory items that are incredibly expensive, spirits have the benefit of being a more obtainable luxury. Smart companies are taking advantage of that with the help of the behemoths.
Take the largest luxury-centric lifestyle umbrella LVMH—Moet Hennessy Louis Vuitton— for example: they boast a dossier of top luxury designers as well as wine & spirits front-runners making them a power player in multiple pockets of wealth.
Essentially declaring themselves as the tastemakers across those verticals, they’re not just offering you Moet. Try Dom Perignon. Indulge in Belvedere martinis at your next soiree, or savor Australian varietal Cape Mentelle at your upcoming dinner party. They’re not just schilling a Louis Vuitton—experience Celine, Marc Jacobs or Kenzo. They’re providing a full array of luxury options.
Most luxury-centric conglomerates, even ones that specialize in one vertical like Diageo or Richemont, are taking advantage of the proliferation of cross-category lifestyle marketing efforts. With social media at the spearhead as a newer, lucrative vessel, all brands now have the ability to curate their lifestyle image with like-minded companies: integrating their look, scent, taste, touch into a tangible vision and becoming even more profitable doing so.
It’s about being in the know without having to step away from a digital device.
By providing inspirational imagery directly into the smartphones of upwardly mobile, shopping-savvy millennials the spirits industry can amplify brand identity and increase purchase potential across all channels through their fusion with fashion. They’re creating a community of style aware purchasers via a singular encompassing luxe statement.
Bacardi’s new fashion-forward initiative with a VP of fashion is a prime example of just that:
“In the new role, Akiko Maeda, previously VP of product and platform development for IMG Worldwide’s fashion business, will work alongside Bacardi’s marketing and commercial teams ‘’to plan how the brand can work with key fashion industry influencers across events, social and digital.’’
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When we enter a party we’re making a statement with our spirit choice. The affordable luxury that can become an extension of our personality, increasing our intrigue factor and confidence, maybe even impresses our host.
In turn, this gives spirits companies the opportunity to implant their culture on the purchase path by embracing the trendsetters and influencers that will help launch their brands to the next level. Sending the message to consumer…
“You can instantaneously become the craft beer connoisseur, the wine aficionado or the spirits guru, shown to have an incredible aesthetic appeal, as well as a refined style and palate.
By broadening the envelope of what’s innovative, intriguing and trending-forward spirits brands and their packagers can capture an audience much preoccupied with the idea of a ‘’total package’ aesthetic. It’s no longer just about innovation; it’s about lifestyle integration—are you on board?