Diageo is releasing a luxury malt whisky with an exclusive run of 2,000 bottles and a price tag equal to a small car. As people expect luxury craft brands to have a story, selling within the high-end retail sector demands exclusivity and often personalised offerings.

The Macallan has released its first global campaign that that talks to Gen Y drinkers who are looking to broaden their horizons. With a call-to-action that requires viewers to 'make the call', the whiskey brand is hoping to tap a new breed of luxury drinker, away from the traditional connoisseur.

As drinking at home grows in popularity, people are looking for premium ways to consume bevvies and booze. Bartesian’s home cocktail capsules are looking to mix up the cocktail industry with easy-to-make luxury beverages, catering to increasing demand for low-key socializing at home.

COVID-19 has accelerated a shift in boozing habits, with the closure of restaurants and pubs making at-home alcohol consumption the norm. But how are people replicating social drinking moments online, and how can alcohol brands participate in these occasions to earn long-term loyalty?