Andy Lightfoot’s Post

ABSOLUT WATER project ........................................... What you're currently observing is a watercolor painting I crafted as part of an idea that I still lament not pursuing to this very day. Many years ago in a discussion with my friend, the project manager and facilitator, Göran Criborn, I cautiously mentioned my idea – the conception that ABSOLUT could, as the sole conceivable extension, introduce WATER. Hence, the concept of "Pure Country of Sweden Water" was born. This water, sourced from the same absolutely pure springs as the Swedish vodka, offered a simple and straightforward concept. Moreover, the timing seemed opportune, given Systembolaget's ongoing campaign to offer non-alcoholic alternatives in its stores at the time. Göran's enthusiasm was infectious, and almost in the blink of an eye, we found ourselves poised for a meeting in the following week with the then-CEO of Systembolaget, who held ownership of the ABSOLUT brand. The meeting, admittedly, was somewhat hasty in its arrangements. Despite this, we managed to present our idea to the board. Around the same period, another intriguing aspect unfolded. Ramlösa had been endeavoring to establish its presence in the USA, with limited success against Perrier's dominance in the market. Armed with statistics depicting the staggering volume of bottled water sales across Europe and the USA, my friend Göran skillfully orchestrated a meeting with Kjell-Olof Feldt, the chairman of Procordia, which owned Ramlösa. This meeting, I believe, transpired reasonably well, although persuading Mr. Feldt about the synergy between vodka and water was no simple feat. Regrettably, Systembolaget hesitated to embrace our idea, choosing instead for ABSOLUT to remain exclusively associated with vodka. During this juncture, a tragic turn of events occurred – my friend Göran was struck by a serious illness that prematurely claimed his life. Consequently, my fervor for pursuing the project dwindled. Read more: www.johanstrom.com #johanfernerström #ateljejohanstrom #absolutvodka #extentionproducts

We may not have won, but we are winners nevertheless! Being nominated, especially as part of a consumer’s choice award, which is an honor in itself, naturally comes with the desire to be #1. We did not win. Not this time. Is there still a positive impact? In my view, yes! #recognition | We were nominated alongside top brands like Frank Body and Sol de Janeiro— the latter being the winner. In this category “Everything in the Shower”, we stood out as the only body lotion among body washes, scrubs, cleansers, and oils. #awareness | Consumer voting introduced us to diverse audiences, potentially gaining new #loyalcustomers who may not typically shop bath care at #Mecca or are unfamiliar with #SoapandGlory. #experience | Our focus remains on getting more people to try our products, experience their quality, and have us become their go-to choice for future awards. Congratulations to all nominees and the winner! This journey has provided us with valuable lessons and a clear roadmap for the upcoming year. 

Not a lot of seasoning brands start in a dive bar. This one did. Dan-O's Seasoning asked us to spice-up their Natural Products Expo West experience. So we designed and built them a dive bar where their leads could take a load off, tip one back, and slap a lip on the full flavor of Dan-O’s. https://lnkd.in/gfxymgY5 #experientialmarketing #experiential #cpg

Recall Dry January? How did it go for you? Did you know that, on average, the typical American lasts only 10 days before breaking their Dry January pledge? Enter seltzer brand bubly, that aimed to help consumers 'skip the bubbly' by offering an alternative. Instead of reaching for champagne, they've introduced "press for bubly". Lucky fans had an opportunity to win their exclusive limited-run button, featuring LTE and GPS technology. This innovative button granted select winners the luxury of free bubly at their fingertips. Winners will receive complimentary bubly for an entire year, delivered directly to their doorstep, fulfilling their dreams of refreshing bubbles year-round. Drink delivery, self-care, mocktails, and luxury—this campaign sure hits all the current trends. #marketingdoneright #digitalmarketing #marketingcampaigns #marketingdigital #branding #socialmedia #socialmediamarketing #design

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MEKO Spirits will be presenting unique brands with unique offerings!. Who will be our legendary partners?, we will reveal this soon enough, so follow our page for updates! #legends #spirits #premiumspirits #ultrapremiumspirits #craftspirits #aspirationalbrands #premiumbrands #ultrapremiumbrands

What do Guinness and cask ale have in common? At face value, Guinness may not appear to have much in common with cask ale. One is a stout brand and the other is a dispense method. But, looking more closely at what hurdles they have faced could be key to unlocking how cask can boost its image. Read more here: https://lnkd.in/eQBaG5WC

Discover the extraordinary Unseen Valentino Zagatti Collection, a curated assembly of over 3,000 of the globe's most aged and exclusive whiskies. For whisky investors, the Unseen Valentino Zagatti Collection presents a unique exploration into a resilient asset class that has consistently yielded an average return of 12% over the past half-decade. #ScotchWhiskyInvestments #ValentinoZagatti #RareWhiskies #WhiskyCollection #WhiskyInvestment #whisky #invest #alternativeinvestments #inflationhedge #markethedge

Big Moves in Spirits Industry! The acquisition of Ilegal Mezcal by Bacardi is indicative of a pivotal shift in the artisanal spirits sector, illustrating the increasing allure and recognition of the value of these unique spirits among major industry players. This influx of corporate venture, private equity, and venture capital is a double-edged sword. While it heralds potential innovation and growth, it also brings with it the risk of eroding artisanal traditions, compromising sustainability and quality, and overshadowing the craftsmen and women behind the spirits. Herein lies the crucial role of technology! By integrating innovative solutions, we have the opportunity to empower spirit producers, safeguard the rich traditions and sustainability intrinsic to artisanal spirits, and foster transparency and authenticity. A digital platform can be a conduit connecting global consumers directly with the roots of these traditions, creating a thriving community committed to quality and sustainable growth. Envision an industry where artisanal traditions are not only preserved but revered; where buyers from every corner of the globe are seamlessly connected to these traditions; where sustainability isn’t a buzzword, but a foundational principle. This isn’t just about a platform; it’s about a paradigm shift to ensure that the soul of artisanal spirits isn’t diluted in the wave of corporate expansion. As we contemplate the future, how can we, as a collective, harness technology to strike the delicate balance between preserving tradition and fostering innovation, ensuring that the essence of artisanal spirits remains untarnished in this rapidly evolving landscape? #ArtisanalSpirits #Sustainability #Tradition #Innovation #SpiritsIndustry #Technology Maguey Exchange

Hat tip 🎩 to great packaging design ⤵ "You can't stand out if you fit in!" Packaging design must be impactful to the consumer. If your packaging doesn't jump off the shelf, our guy's got a redesign that'll knock your socks off. Let us know and we'll set up a chat! (Psst- it's our own Michael Alianello!) #packagingdesign #redesign #design #foodpackaging #brandidentity #branddesign #brandawareness #packaging #packagedesign