Syl Saller, Chief Marketing and Innovation Officer at alcoholic-drinks group Diageo, believes the definition of luxury is changing.
"It's not about what I own," she told delegates at the 2017 South by Southwest (SXSW) Conference in Austin, Texas. "It's about who I am."
That shift, she asserted, is built on a growing customer desire to enjoy personally meaningful experiences, rather than simply undertake acts of conspicuous consumption. Fortunately for Diageo, brands like Johnnie Walker scotch whisky, Tanqueray gin, and Cîroc vodka constitute the perfect accompaniment for any number of enticing, engaging activations – be they in-person or online.
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