Dosage advisory, before reading this article:

30% adult content (over 24)

35% reserved to the beverage industry managers

35% ABV and above is your product rating

as-water-flows-3x1_web.jpg

If you are complying with the dosage above, it means you are producing delicious spirits. It also means that your primary selling channel has gone busted thanks to the year-long worldwide lockdown of hospitality venues.

You cannot rely as before on your sales agents – bartenders and spirit sommeliers – and on your shop windows – lounge bars, pubs and restaurants.

 

What do you do?

Things are changing – panta rei – and evolving (which is a positive conception in terms), so are you.

Census analysis reveals that the domestic consumption of alcohol has drastically increased in the last year... well, that was predictable. We can’t go out dining and drinking, which makes us also save some money. Then we find comfort in our G&T evenings – Tanqueray or Gin d’Azur? – and sunny afternoon’s Aperol spritz or jugs of Pimm’s. We might even become connoisseurs, researching and tasting precious bottles – did you get hold of a rare bottle of Watenshi Gin or the Macallan No.6 in Lalique decanter?

 

If you are not only a producer of fine spirits but also a wise businessman, you have already understood what the new rule is:

Skip the middle-man!

Yes, of course, but HOW do you do it?

You cannot only wait for the big distribution to come and place an order with you, as Tesco, Sainsbury and the other “saving places” are simply purchasing what people are buying more.

 

Once, talking with a professional bartender, he told me,
“I make my clients drink what I want”.

Although that may sound bold and arrogant, beneath his statement, there is a fundamental truth.

 

People love (and buy) stories.

We all are fascinated by the way a product is presented. We get captured by a charming introduction. We want to know what is behind the main facade.

The story of your product has to be genuine but also told in an enchanting way. It has to raise attention, keep the viewer engaged on the edge of the chair, thirsty to know more... and to drink your spirit!

Do you remember that famous ad for Martini Bianco (1993) by McCann, featuring Charlize Theron stepping into a speed boat on the Italiana riviera? Did your eyes pop out, watching her knitted dress get caught and slowly getting shorter and shorter?

 

That’s how a story can be told using a few images/video and letting people’s imagination do the rest.

Would you know how?

Well, this is where we come into play

Our space + style approach puts together your product’s essence with your preferred clientele, using ingredients borrowed from the fashion world, shapely architecture, and gorgeous landscapes.

We are always thirsty to know about you... and to taste your spirit!

 

Why don’t you get in touch?

Grand Marnier’s A Tale of Spirits
© marco joe fazio

 

Grand Marnier’s A Tale of Fashion Alchemy

© marco joe fazio

this project’s credits & acknowledgements

client // Campari UK

campaign // Grand Marnier, a Tale of Alchemy

photography & production // Marco Joe Fazio

filmmaking // Bradley Dove-Dixon

art direction // Benedicte Arora

set & props styling // Harriet Porter

key scenic // Ken Curl

fashion styling // Martha Welles

hairstyling // Dar Barot

make-up // Fanny Burgos

1st assistant photographer // Marian Alonso

assistant photographer // Wayne Maurice Smith

set & props assistant // Rae Howard

wardrobe assistant // Sophie Dampier-Jeans

hairstyle assistant // Daniel Rachev

acrobatic rigging // Edward Gosling

acrobats // Jackie Le, Anna McDonnell, Will Davis

models // Mei-Li Burnside, Sara D’Ettorre, Marleen Mathews, Rachel Joy

cocktail alchemist // Victor Arguello Maggiolo

spirit alchemist & consultant // Stefano Chilà

a special thanks to Bryn Griffiths and Adam Cooper for their technical support on medium format cameras


Marco Joe Fazio . ˙ . CCO & director of photography, MArch (hons), AOP

“I am a director of visual symphonies, sculpting the intangible and breathing life into my clients' dreams. A maestro of the lens and canvas, I owe my success to an extraordinary team whose talent knows no bounds.”

http://www.marcojoefazio.com/our-team/#mjf-bio
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