Crafting Culture Around the World’s Finest Spirits
How Diageo Crafted Premium Spirits Into Brands Through Experiences, Culture and Storytelling
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Best-in-Class Premium Spirits, Needed to Cut Through.
Diageo had some of the most iconic spirit brands in the world – from the smoky legacy of Johnnie Walker to the clarity and craft of Tanqueray and the elevated smoothness of Zacapa and Ketel One.
But in the crowded luxury alcohol category, being best-in-class wasn’t enough.
Influencers needed more than invites, they needed immersive stories
Bartenders needed more than bottles, they needed platforms to belong to
And consumers? They needed digital experiences worthy of the brands they were buying
Experience-Driven Influence + PR Strategy.
Designed a strategically layered experience to elevate brand storytelling for Diageo’s premium portfolio across whisky, vodka, gin, rum and tequila.
Curated high-end influencer activations for brands like Tanqueray, Johnnie Walker, Zacapa and Ketel One, combining cocktail mastery with brand origin storytelling
Integrated brands into the World Class bartender program, building loyalty through education and curated branded moments
Drove PR coverage through exclusive tastings, launch moments and immersive brand labs
Partnered with premium hospitality venues to build cultural credibility
Created content toolkits and press packs to amplify every touchpoint across earned and social
Building the Digital World of World Class.
We didn’t stop at events – we built platforms and content ecosystems that amplified the brand narrative far beyond the bar.
Developed digital platforms to host World Class content, competitions and brand materials
Produced content that blended storytelling with education, from mixology guides to masterclasses and feature stories
Created social campaigns and web experiences that tied Tanqueray, Zacapa, Johnnie Walker and others to global cocktail culture
Designed assets that local markets could adapt, driving consistency while staying culturally relevant
Used performance data to evolve content based on what resonated with trade, press and consumers
Globally Recognised Brands. Globally Recognised On and Off-Line.
Delivered a turnkey DTC solution that combined branding, go-to-market, digital strategy and growth marketing.
World Class became a globally recognised platform for luxury bartending and drinks culture
Premium spirit launches saw a significant uplift in PR value and social engagement
Influencer content reach generated extended brand visibility beyond traditional trade channels
Digital content engagement up 400% YoY across Tanqueray, Johnnie Walker and Zacapa assets
Brand perception scores increased in key markets across the premium category
