As water flows, so does alcohol…
Dosage advisory, before reading this article:
30% adult content (over 24)
35% reserved to the beverage industry managers
35% ABV and above is your product rating
If you are complying with the dosage above, it means you are producing delicious spirits. It also means that your primary selling channel has gone busted thanks to the year-long worldwide lockdown of hospitality venues.
You cannot rely as before on your sales agents – bartenders and spirit sommeliers – and on your shop windows – lounge bars, pubs and restaurants.
What do you do?
Things are changing – panta rei – and evolving (which is a positive conception in terms), so are you.
Census analysis reveals that the domestic consumption of alcohol has drastically increased in the last year... well, that was predictable. We can’t go out dining and drinking, which makes us also save some money. Then we find comfort in our G&T evenings – Tanqueray or Gin d’Azur? – and sunny afternoon’s Aperol spritz or jugs of Pimm’s. We might even become connoisseurs, researching and tasting precious bottles – did you get hold of a rare bottle of Watenshi Gin or the Macallan No.6 in Lalique decanter?
If you are not only a producer of fine spirits but also a wise businessman, you have already understood what the new rule is:
Skip the middle-man!
Yes, of course, but HOW do you do it?
You cannot only wait for the big distribution to come and place an order with you, as Tesco, Sainsbury and the other “saving places” are simply purchasing what people are buying more.
Once, talking with a professional bartender, he told me,
“I make my clients drink what I want”.Although that may sound bold and arrogant, beneath his statement, there is a fundamental truth.
People love (and buy) stories.
We all are fascinated by the way a product is presented. We get captured by a charming introduction. We want to know what is behind the main facade.
The story of your product has to be genuine but also told in an enchanting way. It has to raise attention, keep the viewer engaged on the edge of the chair, thirsty to know more... and to drink your spirit!
Do you remember that famous ad for Martini Bianco (1993) by McCann, featuring Charlize Theron stepping into a speed boat on the Italiana riviera? Did your eyes pop out, watching her knitted dress get caught and slowly getting shorter and shorter?
That’s how a story can be told using a few images/video and letting people’s imagination do the rest.
Would you know how?
Well, this is where we come into play
Our space + style approach puts together your product’s essence with your preferred clientele, using ingredients borrowed from the fashion world, shapely architecture, and gorgeous landscapes.
We are always thirsty to know about you... and to taste your spirit!
Why don’t you get in touch?
this project’s credits & acknowledgements
client // Campari UK
campaign // Grand Marnier, a Tale of Alchemy
photography & production // Marco Joe Fazio
filmmaking // Bradley Dove-Dixon
art direction // Benedicte Arora
set & props styling // Harriet Porter
key scenic // Ken Curl
fashion styling // Martha Welles
hairstyling // Dar Barot
make-up // Fanny Burgos
1st assistant photographer // Marian Alonso
assistant photographer // Wayne Maurice Smith
set & props assistant // Rae Howard
wardrobe assistant // Sophie Dampier-Jeans
hairstyle assistant // Daniel Rachev
acrobatic rigging // Edward Gosling
acrobats // Jackie Le, Anna McDonnell, Will Davis
models // Mei-Li Burnside, Sara D’Ettorre, Marleen Mathews, Rachel Joy
cocktail alchemist // Victor Arguello Maggiolo
spirit alchemist & consultant // Stefano Chilà
a special thanks to Bryn Griffiths and Adam Cooper for their technical support on medium format cameras
