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Alcohol brands woo new and younger customers with pop-up bars
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Top alcohol brands are using pop-ups as a way to engage new customers, especially in the younger demographic.
PHOTOS: LOUIS XIII, MOET & CHANDON
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SINGAPORE – Advertising professional Gerard Nadaison has one mandatory stop planned for his Christmas shopping this weekend: the rooftop of Design Orchard in Orchard Road, which is hosting a pop-up by luxury cognac Louis XIII.
The immersive pop-up is being held in conjunction with a new launch by the brand, called The Drop, where its storied cognac is offered in miniature 10ml bottles ($288, without lanyard or leather case). A 700ml bottle of Louis XIII usually retails for upwards of $4,000, depending on where it is purchased.
