Zuko Komisa
The premium and luxury spirits market is showing surprising resilience against a backdrop of wider consumer cutbacks, a phenomenon industry leaders attribute to a strategic shift from product-focused to experience-driven marketing.
Global luxury giant Moët Hennessy, custodian of renowned brands including Glenmorangie, is spearheading this trend.
The firm is increasingly investing in high-engagement events like Whisky Live to cultivate deep brand loyalty and attract new, affluent consumers.
The approach involves turning simple tastings into valuable business opportunities through innovative experiences.
This includes hosting exclusive Master Classes and integrating event logistics with digital platforms, such as using TicketPro for seamless access.
Kaya Biz spoke to Benedict Siyotula, Marketing Executive at Moët Hennessy, who highlighted the importance of leveraging South Africa’s increasing appreciation for premium whisky.
Siyotula explained how these experience-based initiatives are crucial for the company’s bottom line and are fundamentally redefining luxury consumption in a challenging economic climate.
Listen to the full conversation here:
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