In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

As the holiday party season arrives, people are looking for novel and exciting booze experiences. In response, Glenmorangie's ad, ‘It’s Kind of Delicious and Wonderful,’ showcases its whiskey with a theatrical lens, showing how its drink can elevate a range of social moments.

American whiskey consumers are increasingly looking for a sense of place in their drinking experience. Westland Distillery in Seattle is addressing their thirst for provenance by promoting regionality and by looking at newly-bred local grain varieties and native oak types.

With options in the alcohol category ever-expanding, people are looking for new ways to signal luxury status. Jack Daniel's is tapping into this with a premium line of aged whiskey, using heritage marketing and brand appeal to offer alcohol drinkers a taste of luxury at an affordable price.

Premium spirits were once synonymous with exclusivity, with only discerning drinkers splashing out for high-end tipples. But with luxury moving in a more inclusive direction and alcohol discovery largely taking place online due to COVID-19, how can brands keep up with a changing marketplace?