New White Paper Explores the Future of Spirits Brand Experiences
As the boundaries between hospitality, entertainment, and marketing continue to blur, the world’s leading spirits brands are finding new ways to connect with audiences—by turning storytelling into strategy and experiences into lasting brand value.
In collaboration with FINN Partners and Tales of the Cocktail Foundation, Solomon Group has released From Liquid to Lifestyles: Rewriting the Rules of Connection and Turning Customers into Lifelong Fans, a new 40-page white paper exploring how experiential thinking is reshaping the global spirits industry.
Turning brand moments into movements
The report examines how brands are using immersive environments—from distilleries and tasting rooms to cultural pop-ups and festivals—to move beyond traditional advertising and foster genuine connection.
Inside, readers will find insights from category leaders such as LVMH, Campari, Margaritaville, Sazerac, and Death & Co, alongside analysis of key trends driving the industry’s next wave of growth:
- The ROI of brand homes and visitor experiences
- Designing for emotional impact and inclusivity
- Expanding into lifestyle and cultural partnerships
- Measuring the long-term value of fandom
Why this matters now
Consumer expectations have shifted from seeing a brand to experiencing it. The most successful spirits companies are those creating spaces where audiences can interact, co-create, and form authentic memories.
For Solomon Group, this work underscores a simple truth: meaningful design and production are powerful tools for storytelling — and when used intentionally, they build brands that last.
Download the report
The full white paper, From Liquid to Lifestyles: Rewriting the Rules of Connection and Turning Customers into Lifelong Fans, is available now.
About the collaboration
The Future of Spirits Brand Experiences was developed by Solomon Group, Tales of the Cocktail Foundation, and FINN Partners to explore how creative strategy, research, and production intersect to shape the next era of brand storytelling.