Why would anyone spend $200 for a bottle of Scotch? Or $50 for a single cigar?
The marketing of luxury goods gleefully sidesteps practicality and logic. It tugs emotions. Fuels desires. And artfully turns would-love-to-have into a "must-have."
A Diageo program for upscale accounts to offer a glass of Johnnie Walker Blue Label as the ultimate way to mark a special occasion.
Avo Uvezian is a luxury cigar legend. I wrote the video that celebrates his 88th birthday and the debut of the Avo 88 Cigar.
To encourage gifting, Johnnie Walker Blue Label periodically provides free engraving to make its rare Scotch even more one-of-a-kind.
A limited-edition 75th anniversary whisky to commemorate the original Crown Royal served to King George VI in 1939.
A behind-the-scenes look at a photo session for a new Don Julio 1942 print campaign. I edited the video.
This confident, minimalist print campaign offers a humorous explanation as to why each bottle is individually numbered.