Valentine’s Day has long been known as a lucrative marketing opportunity for various industries. However, in recent years, the fashion industry has found innovative ways to collaborate with liquor brands. One exciting partnership that has emerged is the newly launched ‘Gintimates’ collection, a collaboration between gin maker Hendrick’s and New York-based designer label Wiederhoeft.
Designer Jackson Wiederhoeft immediately recognized the harmonious aesthetic between his brand and Hendrick’s. Both brands share a love for romanticism and Victorian-era silhouettes, making the collaboration a natural fit. Wiederhoeft, known for his expertise in corsetry, decided to incorporate this element into the collection. The result is a unique assortment of products that includes a corset for the bottle, a garter-belt-inspired ring, and a cocktail garnish chain. Wiederhoeft envisions these pieces being embraced by the wedding industry, with brides wearing the corset, guests taking home the martini garnish as a keepsake, and everyone reveling in luxury and romance.
Michael Giardina, the USA vice president of marketing for Hendrick’s Gin and Milagro Tequila, believes this collaboration perfectly exemplifies Hendrick’s distinctive approach to cocktail culture, particularly during holidays like Valentine’s Day. This partnership marks Hendrick’s inaugural foray into the fashion realm, and Giardina couldn’t have found a better collaborator. Both brands value opulence, elegance, and whimsy, making them an ideal match.
Jennie Leuzarder, the North America portfolio director at Distill Ventures, also recognizes the potential in these fashion and spirits collaborations. Leuzarder works with founders of emerging drinks brands, and she believes that partnerships between fashion and spirits can offer fresh and innovative packaging possibilities. While previous collaborations between fashion and liquor often centered around superficial logo placements or limited-edition designs, the true potential lies in deeper collaborations that tap into the fashion world’s creativity and aesthetic finesse.
In the past, liquor brands have joined forces with fashion designers to create limited-edition bottles or clothing inspired by their products. For instance, Absolut partnered with renowned fashion designers in the 1990s to appeal to the LGBTQIA community. More recent collaborations have seen brands like Bombay Sapphire, Ballantine, Maker’s Mark, and Glenfiddich team up with designers to bring unique and wearable pieces to the market.
Leuzarder believes that there is untapped potential in approaching spirits packaging and labels with the same level of artistic consideration as high-end fashion items. With the rise of ultra-premium and prestige spirits brands, fashion designers now have the opportunity to infuse their influence into the alcohol industry. However, the challenge lies in finding fashion brands willing to explore the alcohol industry and embrace cross-industry collaboration. Breaking out of established lanes and embracing collaborations could open up new avenues for both industries, especially in the age of social media where visual appeal holds significant power.
In conclusion, collaborations between the fashion and spirits industries have the capability to ignite a new marketing craze. By merging the creativity and aesthetic finesse of the fashion world with the distinctive offerings of liquor brands, both industries can benefit and reach new audiences. With Valentine’s Day serving as the perfect opportunity for such collaborations, it will be fascinating to observe how this trend evolves in the years to come.