Disrupting the liqueur category

UNDERSTAND

The consumer-facing liqueur category has long been seen as traditional, with many longstanding brands that follow similar visual cues. The team at Pinnacle Drinks identified this as a unique opportunity, tasking us with breathing new life into the category by creating an edgy and youthful master liqueur brand. With a competitive price point, the goal was to create mass appeal to all mainstream Millennial and Gen Z consumers looking to build out their cocktail kits.

INSIGHT

Liqueurs have a long lifecycle, causing them to become part of your kitchen or dining room décor. This brand had to be one that young drinkers would be proud to showcase in their homes.

IMPACT