Lustre for life: spirits dial up the luxury on experiences
The luxury spirits sector is moving away from ostentatious acquisitions and focusing on exciting experiences, as Lucy Shaw discovers.
*This feature was first published in the October 2025 issue of The Spirits Business magazine.
The height of luxury used to be driving a Ferrari or owning a Rolex, but after the Covid‐19 pandemic, time and how we spend it has become our greatest commodity. Spirits brands are taking note. A paradigm shift has taken place among consumers, who have adopted a live‐in‐the‐ moment philosophy that prioritises intangible experiences over material goods. People are craving more than just a product now; they’re hungry for meaningful experiences that chime with their values. This move from a goods‐based economy towards an experience one is revolutionising the way spirits brands operate, driving them to create memorable experiences that give their fans a sense of belonging.
According to Allied Market Research, the global experience economy will be worth a staggering US$12 trillion by 2028, while in the UK, the experience economy contributes £134 billion (US$183bn) a year to the economy. “In a market where luxury is defined less by owning and more by belonging, spirits brands that don’t design for experience risk being left behind,” says James Wallman, CEO of The World Experience Organization (WXO). “The future of luxury isn’t just about what’s in the bottle; it’s about the memories, the meaning, and the communities created around it.”
In the past distilleries have felt shut off and shrouded in mystery, but the velvet rope has been lifted, and fans are being granted access inside these compelling worlds where magic is made from grape and grain. Spirits experiences are being elevated and reimagined, and drinks giants are taking their offerings to new heights via interactive brand homes, immersive fine dining, and tailored experiences that bring you into the beating heart of their worlds. For those keen to capitalise on the trend, a traditional distillery tour will no longer cut it.
The likes of LVMH‐owned Ardbeg and Glenmorangie have been busy creating quirky homes for their brands where fans can eat, sleep and breathe their favourite drams. In 2022, Glenmorangie House in the Scottish Highlands was opened up to the public as a boutique hotel, and given the Russell Sage Studio interior design treatment. Maximalism reigns supreme in this whimsical fantasyland: toucans and tigers adorn the wallpaper, chandeliers are crafted from test tubes, and the bedroom interiors take inspiration from the flavours found in Glenmorangie’s whiskies. It’s an advent calendar of a house, with a surprise lying behind each door.
“People are looking for luxury experiences that create a sense of connection,” says Stuart Smith, head of brand homes for Glenmorangie and Ardbeg, who proudly mentions the Michelin key the property was recently awarded. “A stay at Glenmorangie House is a chance for guests to not only taste our whisky, but to be immersed in our heritage, our craft, and our people.”
The hotel’s ‘Once Upon A Time in Scotland’ experience gives guests the chance to walk in the footsteps of brand ambassador Harrison Ford, exploring the dramatic landscapes of Loch Glass with the option of having a custom‐made kilt by Geoffrey, the tailor and kilt maker, commissioned.
Hot on its heels is Ardbeg House, a 12‐ bedroom boutique hotel that just opened its doors on Islay. Like Glenmorangie House, the interiors were designed by Russell Sage Studio, and the rooms are themed to reflect different aspects of Islay’s history, from smugglers’ haunts to mythical beasts.
At the bar you’ll find an extensive selection of peaty Ardbeg bottlings on pour, including a few exclusive to the hotel, alongside whisky cocktails and other Islay single malts. “Ardbeg House is our way of inviting whisky fans to experience Ardbeg and Islay in a unique way – there’s nowhere else like it on the island or in Scotland,” says Smith. “Whether it’s finding a dram hidden in a secret compartment in your bedroom, or making new friends at our restaurant’s communal dining table, every stay will make a lasting impression.”
Wanting to showcase Scotland’s seasonal riches, a clutch of Scotch producers are helping to redefine the distillery experience through bold new restaurants with lofty ambitions. Leading the charge is The Glenturret Lalique Restaurant, housed in one of the distillery’s former maltings in Crieff. It won its second Michelin star in 2024. Led by Mark Donaldson, who weaves whisky into his menu in subtle and creative ways, from fermenting malted barley into misos to using draff in his sourdough, the 12‐course tasting menu at the 26‐cover venue shines a light on Glenturret’s terroir via the likes of tattie scones, lobster toddies, and roe deer with blueberry. A pair of Lalique Champs‐Elysées chandeliers add a touch of Parisian glamour to proceedings, while the six‐metre‐long whisky bar boasts 250 drams from Scotland on pour. “From the outset the ambition was to set new standards for what a distillery could offer, and create a restaurant that Scotland could be proud of, drawing guests who come as much for the food as for the whisky,” says interim managing director John Laurie, who believes the venue has reshaped the expectations of Scotland’s whisky tourism in the same way the great estates of Bordeaux and Napa Valley have done with wine.
Not to be outdone, The Macallan recently joined forces with Spain’s Roca brothers to open TimeSpirit, a fine‐dining restaurant at its Speyside distillery, serving a 16‐course tasting menu that takes diners on an immersive journey into the brand’s past, present and future. Nods to whisky production pop up throughout the menu, from a fermented barley egg yolk served with caramelised yeast, and whisky‐glazed lobster, to a show‐stopping whisky‐marinated beef tenderloin served with Macallan mustard. “History, heritage, and craftmanship are the hallmarks of what we do,” says Gillian Swan, experience manager at The Macallan. “This cascades beyond our whiskies and influences how we shape each of our experiences. People’s expectations have changed, which has influenced what we deliver.”
In the US, in San José del Cabo, premium Tequila brand Clase Azul runs its ‘A Taste of Culture’ immersive dining experience at La Terraza Los Cabos, its restaurant in Baja California. Designed for just eight guests each service, the theatrical menu is based around the brand’s five hallmark agave‐based spirits, and dinner features glass cloches billowing with smoke, projections played across the table, and panels in the walls moving to reveal hidden bottles.
“The experience allows our guests to leave with a deeper emotional connection to our land and our people,” says Alexia Espinoza, director of client experience at Clase Azul. “Experiences like A Taste of Culture have become powerful bridges, turning guests into lifelong ambassadors of the brand.”
Fellow Tequila brand Jose Cuervo has channelled the golden age of luxury train travel in its Jose Cuervo Express experience, which takes visitors on an 11‐hour immersive tour of Jalisco. From the plush surroundings of the Elite Wagon you can enjoy a white‐ glove food service and panoramic views of the blue agave fields while sipping on a trio of Tequilas, including top drop Reserva de la Familia. “Consumers increasingly value experiences over possessions because they offer social currency, personal growth, and shareable content,” says Araceli Ramos, Jose Cuervo’s PR director. “Luxury experiences are essential for category elevation. They position Tequila as a sophisticated beverage, attracting new affluent consumers while deepening existing consumer perceptions and helping to future‐proof our brands.”
Early to the party on the memorable experiences front was High West distillery in Utah, the world’s first (and only) ski‐in, ski‐ out distillery. Housed in a former horse stable at the base of Park City Resort’s Quittin’ Time ski run, the High West Saloon serves the distillery’s full range of Bourbons and ryes alongside alpine‐inspired dishes for those who’ve worked up an appetite on the slopes.
Meanwhile, inspired by how the art world is attracting a new generation of fans via immersive experiences at venues like Frameless in London’s Marble Arch, The Scotch Whisky Experience in Edinburgh has revamped its offering with three new tour areas that transport visitors from a peaceful Highland glen to deep inside a whisky barrel with the help of 360°‐projection technology and kinetic sculptures that morph from swirling yeast to a bubbling washback. “The emotion and the drama are delivered by the tech, which provides the stage for our passionate guides to tell the stories of Scotch and creates a little magic,” says marketing director Julie Hunter.
Targeting high rollers seeking bragging rights, some of Scotch’s leading brands have pushed the boat out, or the Bentley, in the case of The Macallan, which offers tours of its 196‐hectare estate in a chauffeur‐driven Bentayga Hybrid. Costing £5,000 for a group of four, the experience includes an overnight stay, private tasting session, and dinner at TimeSpirit. In France, for €1,500 (US$1,774), Cognac lovers can take part in the Louis XIII Experience, which features a tour of the brand’s Grollet Estate vineyards and cellars in Grande Champagne, lunch in a private lounge, and a tasting of Louis XIII. For an extra €3,580 they can have their decanters refilled at the Louis XIII boutique. “We open the doors of this timeless place very, very rarely, so it gives our clients a one‐of‐a‐kind feeling of what Louis XIII is all about,” says executive director Anne‐Laure Pressat, who believes the definition of luxury is changing. “Consumers are prioritising what can be felt, remembered, and profoundly experienced over material ownership,” she says.
For the owners of Komoro Distillery in Japan’s Nagano Prefecture, investing in immersive experiences is as important as investing in production. Having opened its doors in July 2023, Karuizawa fans can rock up for cocktail masterclasses, live music, and food‐pairing sessions, while those keen to learn more about Japanese whisky can take a course at the distillery’s Whisky Academy.
“Building a global brand begins with creating meaningful connections, and guest experiences are one of the most powerful tools we have for building loyalty,” co‐ founder Koji Shimaoka explains. “When someone spends time with us and learns about whisky firsthand, they become part of our story. That emotional connection translates into long‐term support and advocacy, creating what we call ‘lifetime value’ for the brand.”
As consumer expectations and the definition of luxury evolves, savvy spirits brands are tapping into this newfound desire for memory making and experiences that foster community, connection, and a sense of belonging. “A big part of the spirits experience is how the guest feels when they drink it, and immersive experiences help to heighten that feeling,” says Ilya Demenkov, senior bars manager at immersive experience company The Lost Estate.
While experiential activations may come at a cost, the return on investment brands are getting in terms of customer loyalty and repeat engagement more than outweighs the spend, as James Wallman of the WXO points out: “Luxury spirits brands are waking up to what the data already shows: experiences are the most powerful way
to build emotional connection, loyalty, and long‐term value. It’s no longer what’s in your glass that counts, it’s how experiencing the liquid makes you feel, and brands that can bottle and sell that emotion will be the ones that win out.”
Liquid Legacy
Turning the luxury dial up to 11 is Johnnie Walker, which recently launched a Private Blend experience priced at an eye‐ watering £50,000 (US$68,283) at the Vault nestled beneath the eight‐storey whisky wonderland that is Johnnie Walker Princes Street in Edinburgh. Home to 500 old and rare whiskies presided over by master blender Dr Emma Walker, for those who can afford it Walker will create bespoke blends tailored to their owners’ palates and taste preferences. Presented in Baccarat crystal decanters, the blends will form part of the Johnnie Walker archive, allowing private clients to leave behind their own liquid legacy.
Julie Bramham, managing director of Diageo Luxury Group, says the blending experience reflects Diageo’s commitment to the evolving desires of the luxury consumer. “We want to transform the way the world experiences luxury spirits, and believe we’re in a unique position to do so, as we hold the keys to the largest reserve of rare spirits in the world,” she says. “Today’s luxury consumer expects more – in addition to exceptional brands they want curated and unique experiences.” Bramham says that the £50,000 (US$67,750) price tag for the Johnnie Walker blending experience reflects “the level of luxury the experience offers – it’s essentially one’s life in a bottle created from flavours and memories that are important to the client”.
Industry insights
How do you balance accessibility with exclusivity when creating experiences around your brand?
Lewis Hayes – founder and master distiller, DropWorks
“In a world where the finest things are reserved for the few, we want everyone to be able to discover the ‘good stuff’. For us, luxury lies in the quality of the spirit, the craft and precision that sits behind it, and then, of course, the experience it creates. We believe that quality rum should be accessible for everyone to enjoy. Our limited releases and collaborations deliver a sense of exclusivity – our investors and followers are always notified of ‘Drops’ first, which sell out quickly, while our tours, serves, and storytelling ensure that anyone can be part of the journey. We’re all about celebrating quality, while keeping rum open and inviting because that is what hospitality should be all about – quality experiences for all.”
Lara Pac – marketing director and head of the luxury division, Ron Matusalem
“With over 150 years of heritage, we focus on creating experiences that welcome guests into our world through thoughtful events and education – making the craftsmanship behind each blend approachable, while preserving its depth and sophistication. For us, accessibility is about emotional connection: creating moments that feel authentic, memorable, and evoke a genuine sense of belonging. At the same time, exclusivity is preserved through our meticulous ageing process, rare wood cask selection, and carefully limited releases – ensuring every interaction with our rum feels special, refined, and deeply rooted in our legacy of quality and tradition.”
Fergus Woodward – general manager, Peddlers Gin
“At Peddlers, we believe that exclusivity should feel special, not exclusionary. We are inspired by the hustle, the creativity, and craftsmanship we see around us in Shanghai, and so put a lot of thought into crafting brand experiences that reflect that. As a small company in a big country, we don’t necessarily have a way to do something compelling for a large audience. We’d rather do something that is special and real and limited in scope as we welcome people into the story of Chinese craft spirits.”
Do you see inspiration or collaboration with other sectors – whether food, art, fashion, or design – as a way to extend the experience of your brand?
Lucy Smith – founder, Neurita Tequila
“Our connection to fashion and design is core to our identity – and refreshingly different in the Tequila space. It’s this fusion of taste, aesthetic, and cultural alignment that allows us to feel exclusive without being out of reach. We intentionally align with partners and events that our audience admires – from London Fashion Week to collaborations with brands like Louis Vuitton and Vogue. These associations help frame Neurita within a lifestyle that’s stylish, empowered, and aspirational.”
Kaitlyn Tsai – brand ambassador and global PR officer, Kavalan
“Yes. At Kavalan, cross‐cultural collaborations extend the whisky journey beyond the glass. Our Solist Oloroso Sherry in Park Chan‐wook’s Decision to Leave [2022 film] drove wide discussion and sales in Korea. BTS’s RM, 2NE1’s Dara and Lee Young‐ji introduced Kavalan to younger audiences, while in Japan we partnered with Hololive VTuber Juufuutei Raden. Most notably, NVIDIA CEO Jensen Huang selected Kavalan for the ‘Trillion‐Dollar Banquet’ in Taiwan. Importantly, most of these cultural moments were not paid placements, but genuine choices made out of passion, which gives Kavalan authenticity, cultural relevance and stronger emotional connection worldwide.”
Adam von Gootkin – founder and CEO, Highclere Castle Gin
“Highclere Castle Gin lives at the intersection of food, art, fashion, and design. We host refined gin‐pairing dinners in some of the world’s most celebrated restaurants and have graced the runways as the cocktail of choice at fashion shows. Last year, we proudly served as the spirits sponsor of the King’s Trust Gala in New York City, and next year we will support the Royal Versailles Ball, among other prestigious events. Our allure within the worlds of art and fashion stems from the fact that we are far more than just a spirit, we embody heritage, culture, and authenticity.”
Filippo Maria Olivi – CEO, El Supremo Rum
“Luxury thrives on dialogue with fashion, art, and design – and El Supremo sits in that ecosystem. We collaborate with Spanish design house Canussa to create sustainable accessories, like the Tanoa Cruz sling bag, a circular‐economy innovation designed to carry our bottles. By fusing fashion, sustainability, and spirits, we extend the experience beyond the glass, turning rum into a cultural statement. Much like couture collections, our aged portfolio – from this year’s 18‐ year‐old flagship to the upcoming 25‐year‐ old and limited triple‐aged editions – embodies rarity, craftsmanship, and forward‐thinking design.”
Steven Pearson – chief marketing officer, The Dalmore and Whyte & Mackay
“The Dalmore has been a longtime supporter of the art and design world, which has natural creative synergy with our world of whisky‐making artistry, and the interests of our consumers. Since forming our partnership with V&A Dundee in 2020, and the inception of The Luminary Series in 2021, The Dalmore has given over £250,000 to the museum to aid in its design and community work both locally and globally. We’ve furthered this support of the arts and our partnership with V&A Dundee through projects like The Portfolio Series. A global travel retail‐ exclusive, where we partner with up‐and‐ coming designers to design the packaging for each annual edition.”
Solène Bruna Fiorentino – head of marketing and communication, MG Destilerías
“At Le Tribute we say we are ‘artisans of beauty’. Beauty is present everywhere in our world. From the bottle design prized by Pentawards in 2021, to the choice of every material, we cater to every detail until the final delivery to our consumer. Art and design are natural communication territories for Le Tribute, and we are collaborating with renowned partners in this field to bring the product to their crowd, who ultimately share interest with
Le Tribute. In 2025 we were partners of Milan Design Week’s off‐site events, and in 2024 we were part of ARCO Madrid’s off‐site events at Mambo Gallery.”
Mohit Singh – founder, Desi Daru
“We took a lot of inspiration from Indian design when making our Desi Daru bottle. The base is inspired by the iconic domes that you see with Indian temples, giving a memorable and unique silhouette. We also have a gold coin on the front that is a nod to Indian heritage, and signifies the premium nature of the brand. Naturally, we are also present in the world of food, our sales strategy doesn’t just focus on top bars, but we’ve also prioritised working with incredible restaurants such as Benares, BiBi, and Novikov, in Mayfair, London, knowing how well our vodkas can be part of an exquisite meal.”
Nathalie Parte – global marketing director, Havana Club
“Absolutely. Collaboration is in Havana Club’s DNA – it’s how we bring Cuban heritage to life through music, art, fashion, and design. Our numerous Havana Club Añejo 7 Años limited edition bottles with artists from the music and fashion worlds – most recently with jewellery designer Jonathan Raksha – fuse Cuban heritage with contemporary creativity. They extend the rum experience beyond the glass, creating fresh entry points for culturally curious consumers. And there’s more to come – our next collaboration will once again bring Cuban craft into a new creative world.”
Ahmed Rahimtoola – chief marketing officer, Tilaknagar Industries
“Absolutely. Food, in particular, has been a natural passion point for us. At premium outlets, we’ve been curating food‐pairing experiences that highlight how Monarch Legacy Edition complements and elevates fine dining. These collaborations create immersive moments where the spirit isn’t just consumed but celebrated as part of a larger cultural experience. Extending into worlds like food and art allows Monarch to engage the senses more deeply, making luxury feel holistic and memorable.”
Thom Watt – brand controller, Fettercairn
“Collaboration has always been a key part of our whisky making, and how we bring those whiskies to life as experiences. We want to balance our natural curiosity for something new and different, with a desire to create accessible whiskies. The inaugural Vanguard series is no exception. Inspired by master whisky maker Gregg Glass’s synaesthetic tasting notes, and how he ‘tastes in colour’, The Vanguard Series explores how we experience flavour through the senses. This has led to Fettercairn partnering with Barry Burns of the band Mogwai and singer/songwriter Kathryn Joseph, who have collaborated to create a unique piece of music based on Vanguard’s colourful tasting notes.”
Nick Kuelbs – president, Latin Gin
“Latin Gin was built on the foundation of Latin culture — rich in flavour, music, fashion, and art. Our bottle design draws directly from Latin Art Deco architecture, with curves and details that echo the warmth and rhythm of cities like Miami and Barcelona. Each expression captures a different aspect of the Latin lifestyle. Through collaborations with chefs, designers, and creators, we extend our story beyond the glass — whether it’s through an elegant cocktail pairing or a curated fashion shoot.”
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