The (New) Joy of Drinking

As consumer preferences evolve towards more meaningful drinking rituals that align with their values, luxury brands draw on their centuries-old traditions, expert craftsmanship and reinterpreted packaging to create a narrative of exclusivity, celebration and heritage. Through clever packaging, collaborations with artists and designers, and the integration of rich brand stories, these brands are not only selling a product but crafting a full sensory experience.

Millennials may be all too familiar with the excitement of noisy bars and lively clubbing. However, younger consumers are now reshaping the drinking landscape with their own habits and preferences. It is important to note that many Gen Z consumers of legal drinking age today came of age during the COVID-19 pandemic. As a result, crucial years that might have been spent in hometown bars and college clubs were instead replaced with more personalised experiences that align with their values and preferences. In essence, Gen Z tends to favour comfort over the traditional clubbing scene. At the same time, older millennials — weary of the clubbing scene and increasingly feeling disconnected from the median age of today’s club-goers — are losing interest. This shift in consumer behaviour points to two significant demographics of alcohol consumers moving away from traditional nightlife. This trend is further supported by the rising number of nightclub closures and the increasing demand for exclusive, elevated drinking experiences — whether at home or in sophisticated venues.

Packaging and Presentation

Enter luxury alcohol and spirits brands that recognise this shift. In 2025, the joy of drinking extends beyond the alcohol itself — it is the entire experience. Luxury brands design packaging, glasses and even serveware to elevate the drinking experience. It is about understanding the consumer — they enjoy posting on social media, hosting private gatherings and taking up mixology as a hobby, which makes them place a strong emphasis on the art of presentation. This is where brands come in. The bottle itself becomes part of the experience, often crafted to be a work of art. Johnnie Walker’s Blue Label features an ultra-premium bottle design that enhances the exclusivity of the product — making it an ideal gift and status symbol — linked to personal achievement and milestones.

Take Royal Salute’s partnership with fashion designer Harris Reed for The Harris Reed Edition, the latest release in The Fashion Collection. The collaboration merges the theatricality of Reed’s gender-fluid designs with Royal Salute’s heritage of craftsmanship. Reed — known for his dramatic feather headpieces — reinterpreted the whisky’s regal identity by incorporating this signature motif onto the flagon, creating a striking visual connection between couture and craft. More than just a design flourish, the whisky itself reflects Reed’s influence — with a bespoke 21-year-old blend co-created at Strathisla Distillery, showcasing sherry-matured Braeval and American oak-aged Glenburgie for a rich, complex palate.

Similarly, Hennessy X.O x Kim Jones blurs the lines between fashion and fine spirits. The collaboration with the renowned designer includes a sculptural Masterpiece Decanter, produced using 3D printing technology and hand-finished to mirror the warm hues of aged eaux-de-vie. Meanwhile, the Hennessy X.O Limited Edition offers a “ready-to-wear” interpretation, wrapped in an aluminium second skin that evokes the fluid drapery of couture. Beyond aesthetics, the collaboration reinforces Hennessy’s legacy of craftsmanship, rooted in its pioneering Extra Old cognac created in 1870. These collaborations tap into a desire for exclusivity and artistic expression, turning a bottle of whisky or cognac into a collector’s item and a cultural statement. By intertwining fashion and spirits, brands are crafting immersive experiences that elevate luxury drinking beyond taste — offering a story, a vision and a tangible piece of artistry.

There is something to be said about the popularity of limited editions and collectibles. In the fashion industry, the rise of collectible fashion paraphernalia highlights a shift in how consumers approach their purchases and this trend extends into the world of luxury spirits. Historically, luxury alcohol brands were symbols of wealth, statu, and exclusivity. However, with the growth of accessible luxury and the expansion of premium spirits to a wider market, brands have had to innovate to maintain their allure. Enter the collectible culture — an accessible entry point for consumers who may not be able to afford a full bottle of a brand’s signature expression but can indulge in limited-edition releases, miniature bottles or bespoke packaging that serve as gateways to the luxury world of fine spirits.

Venues & One-Of-A-Kind Experiences

Luxury spirits brands are moving beyond the bottle, reshaping drinking culture by elevating how and where premium alcohol is enjoyed. Traditionally, aged whisky and fine spirits were reserved for connoisseurs, sipped in quiet refinement rather than as part of a lively social scene. In contrast, modern drinking habits — especially in Asia — lean towards mixology, experiential pairings and a more interactive approach to luxury. Those who consume luxury spirits in clubs and nightlife venues rarely opt for high-priced aged whiskies, instead favouring more accessible, blended spirits or highballs. For the average consumer, high-priced aged whiskies are rarely the drink of choice, with partygoers opting for cheaper, easy-to-mix spirits that prioritise volume over nuance. Meanwhile, true whisky appreciation is shifting towards intimate, curated experiences that reflect personal taste, craftsmanship and provenance. In other words, they appreciate the craftsmanship behind a fine whisky rather than drowning it in cola.

This is where brands like The Macallan and Roku Gin are stepping in, redefining the luxury drinking experience. Instead of merely selling premium spirits, they are crafting immersive environments where consumption becomes a ritual, from art-driven whisky houses to seasonal omakase pairings and bespoke cocktail collaborations. These initiatives cater to an audience that values storytelling, heritage and exclusivity — drinkers who appreciate a personalised experience rather than simply mixing a fine single malt with cola. By creating spaces that celebrate both craftsmanship and culture, brands are ensuring that luxury drinking is not just about what is in the glass but about the entire journey surrounding it.

It is not just about understanding consumer preferences but staying ahead of them — offering experiences and innovations they never realised they wanted. Tapping into the regional market in Asia, The Macallan opened the world’s first The Macallan House at Singapore’s Raffles Hotel in 2023. Designed by acclaimed architect Jamie Fobert, the 3,000 sq ft space pays homage to The Macallan’s storied legacy, with copper walls symbolising its distinctive stills and artistic collaborations that bring its whisky-making journey to life. Local creatives — such as industrial designer Nathan Yong and textile artist Tiffany Loy — contribute bespoke installations that reflect the brand’s deep connection to nature. Visitors can explore exclusive whisky collections, engage with interactive elements like the “Amberometer” and enjoy seasonal cocktail menus at a bar crafted from stone sourced from Jerez, the home of The Macallan’s sherry casks. More than just a retail space, The Macallan House serves as a dynamic hub for discovery, celebrating nearly two centuries of excellence in whisky-making.

2025 sees the return of Roku Gin’s Sakura Bloom 2025 Edition. The brand transforms Japan’s fleeting hanami season into an immersive drinking experience. More than just a limited-edition release, this iteration is a masterful blend of craft and culture — its delicate floral profile is housed in a bottle adorned with a washi-paper label by renowned Japanese artist Eriko Horiki, while Takeshi Ohgushi’s ethereal brushwork brings the spirit of spring to life. Roku’s vision extends beyond the bottle. The brand has redefined how drinkers engage with luxury spirits, turning consumption into a ritual.

At AMI Patisserie, the Craft with Bloom Omakase Experience offers an exquisite intersection of mixology and gastronomy, pairing Roku’s nuanced botanical profile with Japanese-European pastry artistry. Elsewhere, a Roku Gin Bar Partnership sees some of Singapore’s most celebrated bars — such as Nutmeg & Clove and Neon Pigeon — reinterpreting the Sakura Bloom Gin in limited-edition cocktails, while an interactive Grocery Bar Activation brings artisanal mixology to an unexpected setting, inviting drinkers to craft their own Roku-infused creations. With these activations and experiences, Roku demonstrates that luxury drinking is not just about what is in the glass — it is about the entire experience.

Brand Storytelling & Communicating Craftsmanship

With the help of social media, brands are connecting directly with consumers, whether through targeted marketing campaigns or by opening their warehouse doors to provide a behind-the-scenes look — the latter being another part of how brands provide a consumer experience. Luxury liquor brands like Macallan whisky and Hennessy cognac boast deep-rooted histories that span centuries. These brands weave their rich legacies into their branding, creating a narrative that allows consumers to drink not just a spirit, but a piece of tradition. Heritage is conveyed through bottle designs, production methods and the use of vintage barrels that have aged for decades. This adds a layer of exclusivity that typically appeals to a niche demographic of connoisseurs who want to own a piece of history. For young millennials or Gen Z consumers, this likely plays a role in buying something for a family member on a special occasion, rather than changing their own consumer habits. Discovering that whisky is stocked in one of the oldest surviving warehouses in the Isles of Scotland may not change a consumer’s opinion on the taste, but the story behind the bottle and its packaging has the potential to play a significant role in the gifting market. Take Glenfiddich, for example, which highlights its legacy of family-owned craftsmanship and its ongoing commitment to traditional distilling methods, making every bottle a testament to its long history.

Then you have The Macallan, which recently released Folio 8 — a limited-edition whisky that celebrates the brand’s rich history and one of its most unforgettable creative campaigns from the 1980s, “The Colossus of Nose.” This release is a tribute to this highly recognised advertisement, which cleverly alluded to the whisky’s powerful aroma and brings the campaign to life with a beautiful book-shaped box containing anecdotes, drawings and photographs. The Folio 8 whisky itself is crafted using the finest European sherry-seasoned oak casks and features a complex and rich flavour profile. The edition’s terracotta color is a nod to the roof tiles of Jerez de la Frontera, linking it to the Macallan’s origins. The combination of rare craftsmanship and the evocative storytelling behind Folio 8 illustrates how luxury brands are increasingly drawing on their heritage not just to craft a fine product, but to create an immersive experience that appeals to both seasoned connoisseurs and younger consumers, making every bottle a meaningful piece in the brand’s storied legacy.

Heritage is also communicated through bottle designs, production methods and even the use of vintage barrels that have aged for decades. This adds a layer of exclusivity that appeals to consumers who want to own a piece of history. The power of storytelling goes beyond heritage. Personalisation and customisation are also shaping modern drinking habits, allowing consumers to feel a deeper sense of ownership over their choices. However, it is worth noting that narratives alone do not compel young people to drink. Fashion writer Valicia Lee, 25, says, “When shopping, I would usually buy a brand I recognise. If I wanted to try something new, I would go to a bar.” Accurately communicating legacy and brand storytelling helps with brand association. Dom Pérignon and Veuve Clicquot champagne, for instance, has become synonymous with life’s celebrations, from weddings to major achievements. These drinks are often purchased not just for consumption but to signify a moment of joy, accomplishment or indulgence.

Celebrity Influence

Many luxury brands are recognising the power of celebrities and leveraging social media influencers to promote their products in ways that resonate with younger consumers. Kendall Jenner founded 818 Tequila in 2020 with the aim of revolutionising the tequila market by focusing on sustainability, transparency and innovative marketing strategies. Despite facing criticism for cultural appropriation, 818 has enjoyed commercial success and even won awards. In 2018, Ryan Reynolds became a co-owner of Aviation American Gin — a Portland, Oregon-based gin company. In August 2020, Diageo, the world’s largest spirits manufacturer, acquired Aviation American Gin along with three other spirits brands in a deal worth up to USD 610 million. Reynolds remained the face of the brand after the sale, agreeing to continue as its ambassador for the next 10 years while retaining an ongoing ownership interest. Younger consumers — particularly millennials and Gen Z — are increasingly driven by personal connections to brands, which include the values, transparency and storytelling behind the products. This shift from traditional advertising to influencer-driven marketing is a direct response to the changing way younger consumers interact with brands — they seek relatability and a connection with the personalities behind the products.

Raising the Bar

Speaking exclusively to LUXUO, Jonathan Ng, mixologist, luxury alcohol connoisseur and founder of KIMIA Mixers, shares his thoughts on the evolving tastes of younger consumers. He acknowledges that this demographic is increasingly drawn to brands that align with their personal values, seeking out experiences that reflect those values. These values are often most evident when they come to life in meaningful experiences. Jonathan points out a growing trend toward “cultural creativity” (文创) — a term popular in China, noting that many Chinese brands are leveraging this concept in their marketing. This trend blends heritage — sometimes driven by a nostalgic, yet misplaced, reverence — with modernity. He cites the milk tea brand CHAGEE, which incorporates traditional elements into its branding and merchandise, while positioning itself as a youthful, trendy brand. Furthermore, Jonathan observes that Gen Z is more open to experimenting with craft and artisanal products that are free from preservatives and artificial sweeteners — like KIMIA mixers. These products not only satisfy their desire for authenticity but also offer the opportunity to become mixologists themselves, creating delicious drinks while enjoying the experience of crafting something unique.

Curious to get the perspective of a Gen Z consumer, LUXUO reached out to 24-year-old writer Max Sin, who shares his thoughts on the current dynamics of drinking, alcohol and nightlife. “We still recognise that drinking and nightlife are very much status symbols,” he says. “When we partake in these experiences, it’s often from the perspective of a consumer.” Max notes that there are clear divisions within this landscape, with some consumers opting for the lowest-tier options, such as inexpensive beer towers, while others frequent high-end bars atop skyscrapers. He also points out a subset of people who reject this consumerist culture altogether, preferring to host house parties instead. But Max is quick to remind us that even this preference comes with privilege, as it is often the wealthy who can afford the luxury of entertaining at home. “The ‘low’ version of this would be drinking at a playground or beneath your HDB,” he laughs.

Max argues that the true rejection of the high-low dichotomy in nightlife comes through the speakeasy, where consumption is more of an exclusive, gatekept experience. “The issue now,” he adds, “is that ‘normies’ have realised that gatekept places sell, so every bar is marketed as a ‘hidden gem’ or ‘cosy speakeasy.’ It’s just another mass-market product now.”

However, it is crucial to note that narratives alone do not compel young people to drink, much like how a fashion collection’s narrative alone does not kick off a trend — it is the personal connection and story behind the piece that creates a lasting appeal. Just as sourcing vintage clothing is about finding unique pieces with character, young consumers are increasingly drawn to alcohol brands that offer authenticity, craftsmanship and values they can resonate with.

However, it is crucial to note that narratives alone do not compel young people to drink, much like how a fashion collection’s narrative alone does not kick off a trend — it is the personal connection and story behind the piece that creates a lasting appeal. Just as sourcing vintage clothing is about finding unique pieces with character, young consumers are increasingly drawn to alcohol brands that offer authenticity, craftsmanship and values they can resonate with.

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