In the quest to bring Millennials into their brand communities, high-end liquor companies are going all out.
Millennials don’t like traditional advertising so brands like Johnny Walker, Remy Martin and Grey Goose are giving them what they want—experiences. For example, the campaign “Grey Goose Boulangerie Bleue,” is out of the norm, featuring 20 pop-up bakery-beach clubs in upscale locations across the globe like the U.S. Open and the Hamptons on Long Island, NY. Traditional TV spots will also air for Grey Goose.
The New York Times fills us in and shares a number of case study examples of how all these brands are making an impact with Millennials.