LIQUOR INDUSTRY

KEY INSIGHT

While tradition remains important to liquor brands, so is creativity. It’s likely Steinlager stands out for its bold unveiling of Tokyo Dry, which saw a local hip-hop dance crew fused with Japanese imagery. Steinlager is acting the way agencies want their clients to; as one survey agency respondent pointed out, clients should have the bravery to commit to bold ideas. On the other side of the spectrum is Speight’s, which is perceived as traditional and not very creative.

TOP PERFORMER

Steinlager