Why would anyone spend $200 for a bottle of Scotch? Or $50 for a single cigar?
Marketing luxury goods nimbly sidesteps practicality and logic. It tugs emotions. Stokes desires. And seamlessly turns a 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 sensuous, behind-the-scenes look at a photo shoot for a new Don Julio 1942 print campaign. I edited the video.
This confident, minimalist print campaign humorously explains why each bottle of 18 year-old Scotch is individually numbered.