CULTURE VULTURE Luxury - Mindshare World

Luxury

A lcoholic beverage s

S ince the time of Roman banquets, way to party in the city. Moët & Chandon are
having a good drink has been holding their extravagant and fun ‘Dîner en
considered an essential part of the blanc’ parties in Guadalajara, Mexico. Even
‘bon viveur’ and associated with though the extrovert is still part of the Latin
luxury indulgence. Beverages are American way of life, we are witnessing a real
intrinsically experiences; they always involve transformation in the way luxury is consumed
a ‘moment’. Today, the search for Maximising and with the expansion of middle and upper
Moments is making this market grow, classes - it is estimated that by 2017 there will
diversified and sophisticated, with knowledge be 978 thousand USD millionaires in South
and specialisation at its core. Experiential and Central America according to Credit
consumption means that consumers are Suisse, Oct. 2012 – the luxury experiences
expecting much more than a quality drink: will keep growing in the beverages category.
brands have to express a lifestyle, be
luxury experts and offer exclusive sensorial Indigenous beverages such as Argentinian
experiences. Or, to put it another way, they wines, Mexican tequila, Brazilian Cachaça
have to tell a good story. and Peruvian pisco were once considered
cheap and mainstream, but have now become
In a digital era, these stories live online. luxury products for export with the revival and
Luxury brands are becoming content premiumisation of typically local beverages.
creators and exploring new ways of For Latin American consumers, Seeking
storytelling through technology, multi-screen, Authenticity is closely related to National
interactive and layered experiences. With Celebration, they are proud of their heritage
digital innovation and associations with and want to elevate the DNA of their unique
other categories, artists or events, they are culture. The production process is the real
bringing into life the unique and surprising reason why they become desirable: the
experiences consumers are expecting. artisanal labour involved, the land treatment
#NextFrame project from Absolut Vodka is and ancient knowledge. It is around these
the perfect example of storytelling through elements that brands have built experiences
digital content, collaboration with artists and, and stories. The wine tours in Argentina,
of course, a great deal of creativity. specialized pisco bars in Perú and Chile, the
creation of the most expensive tequila on
The luxury beverages market has been earth (the Diamond Sterling edition was sold
refreshed as luxury consumers – and in 2013 for $3.5 million) are just examples of
especially millennials – demand more how through heritage and a good story, even
innovative experiences. Campari surprised the cheapest drink can become a luxury good.
consumers in Buenos Aires this summer with
the ‘Campari Pool Parties’, bringing a new

A na Stramucci
Strategic Coordinator, Mindshare LATAM

51

References

52 EDITION 05 Culture Vulture

Luxury

REFERENCES

53

References

MN Centre Stage

MM ONE & ONLY RESORTS - http://bit.ly/1nuPrBt
DNA FRAGRANCE - http://bit.ly/1rtOCJF
DKNY SCENT FINDER - http://bit.ly/1nWXjaw
LE LABO FRAGRANCES - http://bit.ly/1kdu9te
PS DEPT - http://bit.ly/1nuQAcd
GEORGIO ARMANI FRAMES OF LIFE CAMPAIGN - http://bit.ly/1rwWTOb
JIMMY CHOO 24:7 STYLEMAKERS - http://www.choo247.com
BURBERRY ART OF THE TRENCH - http://artofthetrench.com
GUCCI LAPO’S WARDROBE - http://on.gucci.com/1rwX1gC

Layered Luxury

JAGUAR F TYPE & SHAZAM - http://bit.ly/1nWXGSx
MARTELL MODERN ELITES - http://bit.ly/1pevfAU
SECRET CINEMA - http://www.secretcinema.org
SLEEP NO MORE - http://sleepnomorenyc.com/#share
FINE DINING LOVERS - http://bit.ly/1p4rbHo
AUDI CITY - http://www.audi.co.uk/audi-innovation/audi-city.html
CHOPARD JOURNEY EXPERIENCES - http://bit.ly/1olCztf
APPLE IBEACONS - http://bit.ly/J0rK2N

PP Playomatic

NISSAN INFINITI DEJA VIEW - http://nyti.ms/1njCHhq
GRID2: MONO EDITION - http://us.bac-mono.com/grid2
MERCEDES MG VISION GRAN TOURISMO GAME - http://bit.ly/UuLWj0
CORVETTE STINGRAY PERFORMANCE DATA RECORDER - http://aol.it/1kXcmRT
APPLE CARPLAY - http://www.apple.com/ios/carplay
JAGUAR VS. CHICKEN TVC - http://bit.ly/18Uzhub
LANVIN AW 2013 - http://www.refinery29.com/alber-elbaz-lanvin-skype
LUFTHANSA COMPETITION - http://bloom.bg/1smjjlE

V Screen Dreams

JAGUAR F-TYPE FILM, ‘DESIRE’ - http://bit.ly/UWjeb5
SALVATORE FERRAGAMO ‘WALKING STORIES’ - http://bit.ly/1njDtez
STUART WEITZMAN AND KATE MOSS #MADEFORWALKING -
http://bit.ly/1sWMEVm

54 EDITION 05 Culture Vulture

Luxury

DIESEL TRIBUTE - http://www.diesel.com/dieseltribute/
EMOTIENT - http://bit.ly/1qBSNGz
GOLFSIGHT APP - http://golfsight.skydroid.net
OAKLEY GOGGLES - http://bit.ly/1bIC7Gm
SNAP FASHION APP - http://www.snapfashion.co.uk
ASAP54 - http://www.asap54.com
THE BILLIONAIRE SHOP - http://bit.ly/1pKp1Ko
SHISEIDO - http://bit.ly/1mHYf2s
ISSEY MIYAKE PERFUMES - http://www.isseymiyakeparfums.com
AUDI ONE MILLION REASONS - http://bit.ly/1s4p59x

SA Connoisseurs of Craft

CULTURE CHANEL EXHIBITION - http://bit.ly/1meUEJU
ROLEX MENTOR & ARTS PROTEGES INITIATIVE - http://bit.ly/UuN2eC
LVMH JOURNEES PARTICULIERES - http://bit.ly/1o5LhAW
CHANEL PARAFFECTION & THE METIER D’ART SHOWS - http://bit.ly/1kyMKAe
ROLL’S ROYCE DINNER - http://bit.ly/1rbT3rN
TIFFANY - http://www.tiffany.co.uk/CSR/
HONESTBY - http://www.honestby.com
GUCCI’S ZERO-DEFORESTATION - http://bit.ly/1mHZ6Qz
HIUT JEANS - http://hiutdenim.co.uk
JAPANESE BAG COMPANY ICHIZAWA HANPU - http://www.ichizawa.co.jp/en/

S Less is More

DUOLINGO APP - https://www.duolingo.com
LINKEDIN PULSE - https://www.pulse.me
POCKET - https://getpocket.com
SQUARE - https://squareup.com
LEVELUP - https://www.thelevelup.com
PAYPAL - https://www.paypal.com/uk/webapps/mpp/home
GOOGLE WALLET - http://www.google.co.uk/wallet
ISIS - https://www.paywithisis.com
NFC RING - http://www.bbc.co.uk/news/technology-23605127
AMERICAN EXPRESS PAY WITH A TWEET - http://bit.ly/1jWVT4Z
NYMI - http://www.bionym.com
NO NOISE AT SELFRIDGES - http://bit.ly/UpOOhn
QUINTESSENTIALLY - http://www.quintessentially.com

55



Luxury

NC Pride & Provenance

HERMES OWNED SHANG XIA - http://www.shang-xia.com
QATAR LUXURY GROUP - http://www.qatarluxurygroup.com
CHANEL LITTLE BLACK JACKET CELEBRATION - http://bit.ly/WIsC3D
AMEX SMALL BUSINESS DAY - http://amex.co/1bukTFx
MCARTHURGLEN - http://www.mcarthurglen.com/en/outlets
FARFETCH - http://www.farfetch.com/uk
MOËT HENNESSY INDIA - http://bit.ly/1p4tLgG
CHINESE WINE CONSUMPTION - http://www.vinexpo.com/en/studies
SP ALPARGATAS - http://www.alpargatas.com.br/#/conheca-empresa
PERNIA’S POP UP SHOP, INDIA - www.perniaspopupshop.com

NWO The New Luxurians

COACH - http://bit.ly/1tEMOy5
LOEWE - http://www.loewe.com
RALPH LAUREN - http://bit.ly/1qBVzLN
COMMON PROJECTS - http://www.commonprojects.com
BERLUTI - http://www.berluti.com/en
FOUR SEASONS, WOMEN ONLY FLOORS - http://bit.ly/1nuZRRE
HOTEL IN BRAZIL - http://www.hpellegrino.com
WOMEOMICS STATS - http://fleishmanhillard.com
TANISHQ JEWELLERY - https://www.youtube.com/watch?v=P76E6b7SQs8
MINT ECONOMIES - http://www.bbc.co.uk/news/magazine-25548060
TESLA MODEL S - http://www.teslamotors.com/en_GB/models
SAUGHT - http://bit.ly/UpQibi
VEUVE CLIQUOT BIODEGRADABLE PACKAGING - http://bit.ly/1kXgUaN
UNBRANDED LVMH IN CHINA - http://bit.ly/1x5zu66

General References

MINDREADER - http://mindreader.mindshareworld.com
BAIN & CO. LUXURY GOODS WORLDWIDE STUDY - http://bit.ly/1jWXGXw
VERDICT RETAIL - http://bit.ly/1nDXopA
THE LUXURY SECTOR, FOUR CHALLENGES FOR 2014 AND BEYOND -
http://bit.ly/1nX1J19
MCKINSEY & COMPANY, POWER OF EMAIL - http://bit.ly/1lMX2af

57

Culture Vulture

thanks to

Our Editor

Jo Peters

Our Contributors

Elle
FT, How To Spend It

GQ
Jaguar/Land Rover
The New York Times, T Magazine

Shiseido
Damas
Fiona Dallanegra

The Mindshare Global Network

Amy Keaney Kim Baylis
Carli Furman Lucía Hortelano
Caroline Dowsett Marc Fong
Natha (Mimi) Piyavirojsthien
Céline Pan Nik Gill
Charlotte Day-Lewin Pathamawan (Linda) Sathaporn
Sameer Modha
Daniel Daynes Sandra Freiha
Davide Melli Sophia Staton-Young
Susannah Outfin
Dean Browne Tom Morgan
Elaine Quirke Valentina Pacheco
Vanessa De Magalhaes
Ella Levy
Emma-Jane Steele

Jack Stalker
Julia Brizi della Rosa

And the Mindshare Culture Vulture Team

Global And Europe Latin America
Victoria Cook Matias Galimberti
Michelle Cfas Ana Stramucci
Rita Ibarra
North America
Asia-Pacific Mark Potts
Catherine Williams-Treloar Alexis Fragale

58 EDITION 05 Culture Vulture

Luxury

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