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.

Zacapa represents a very different case in point. The high-end rum line is blended in Guatemala at approximately 2,300 meters above sea level. "Therefore, it ages more slowly," Saller explained. "We really express Zacapa with the notion of, 'The art of slow'. And we offer special packages with Michelin-starred restaurants that offer slow dining. It's a more reflective, more soulful way of being."