From catwalk to cocktail. How drinks brands can play in luxury and lifestyle.
- Drinks Provisionist
- Oct 7
- 2 min read
Luxury is no longer confined to boutiques and fashion runways; it’s increasingly showing up in bars, restaurants, and event spaces. Over the past year, we’ve seen high-end fashion houses and beauty brands tap into hospitality as a way of building intimacy, cultural relevance, and Instagram-worthy moments. For drinks brands, this is a cue to think bigger about how they show up in summer.
Image credit: Dolce & Gabbana
But here’s the thing: luxury isn’t only about exclusivity; it’s about access, storytelling, and alignment. It’s about making consumers feel like they’re part of something aspirational, even if only for a moment. Drinks brands are uniquely placed to deliver that because a cocktail, a glass of wine, or a perfectly chilled RTD is an accessible gateway into a lifestyle.
Luxury and lifestyle summer thought-starters:
Cross-Category Collaborations
Fashion, beauty, and even wellness brands are looking for partners who can activate in hospitality. Could your brand co-create a signature serve, co-host a pop-up, or align with a capsule collection launch to make the experience more immersive?
Hospitality as Showroom
Bars, hotels, and private clubs are the new luxury storefronts. How is your brand leveraging these spaces to tell a lifestyle story? Premiumisation isn’t just about liquid quality, it’s about where and how it’s discovered.
The Power of Scarcity
Limited editions, seasonal drops, and one-night only experiences are the language of luxury. Can you brand build anticipation by creating something that feels rare and desirable, rather than always available?
Storytelling through Experience
Luxury consumers want more than a product; they want a narrative. Are you crafting events or partnerships that connect your brand to culture, design, and creativity in a way that sparks conversation?
Owning the Lifestyle Halo
Drinks are naturally social, making them a perfect entry point into lifestyle positioning. But are you amplifying your activations across PR, digital, and retail so the association live well beyond the moment?
Luxury is no longer a separate world; it’s bleeding into hospitality, events, and everyday culture. For drinks brand, this creates an opportunity to step out of category silos and play in spaces that drive cultural relevance. If you want to elevate your brand from beverage to lifestyle, Drinks Provisionist can help. We specialise in building cross-category collaborations and luxury-inspired activations that make your brand feel bigger than the glass it’s served in.
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