The Future Laboratory

127 results

Censored Truth campaign by Patrón Tequila

New Patrón campaign plays with censorship to champion ingredient transparency

Patrón Tequila has launched Censored Truth, a new campaign using redacted visuals, bleeped audio and obscured language to highlight the industry restrictions that prevent tequila brands from openly communicating that their products contain no additives.

View article

Food & Drink

Stat: Canadians join global retreat from alcohol

A new report from Statistics Canada reveals that the country has recorded its largest annual decline in alcohol earnings since tracking began in 2004/2005.

View article

Food & Drink

The Viewpoint: Inventing the Aged Spirits of Tomorrow

In less than a decade, non-alcoholic spirits have become a familiar feature in bars and homes, yet dark non-alcoholic spirits remain largely unexplored. Enter Sylva, the latest venture from Ben Branson, the creator of Seedlip, the world’s first distilled non-alcoholic spirit, launched in 2015.

View article

Luxury

The Campaign: Olivier Rousteing re-imagines whisky with Johnnie Walker

Johnnie Walker unveiled its first collaboration under its luxury platform Johnnie Walker Vault, partnering with French couture designer Olivier Rousteing for Couture Expression, a limited-edition whisky collection blending fashion and flavour.

View article

Retail

On-the-go Cocktail Culture

Spirits brands are leveraging travel retail to capture Gen Z’s attention. Elevated cocktail experiences in airports provide entertainment and education, with travellers trading dwell time for discovery.

View article

Food & Drink

Next-gen Spirits Market

While established markets face headwinds, growth opportunities in the global spirits sector are emerging through the booming no-alcohol movement, India’s expanding premium spirits scene and ethical initiatives.

View article

Food & Drink