Why Relevance is Luxury Drink’s New Status Symbol

When Dom Pérignon staged a live performance with Tilda Swinton inside the Guggenheim Bilbao the other week, it wasn’t just another luxury collaboration.

It was a sign of where luxury is heading.

For years, premium drinks brands have relied on a familiar formula of heritage, craftmanship and exclusivity. The harder something was to access, the more desirable it became.

But the rules are changing.

People are drinking less. They’re more selective about where they spend. And when they do part with their money, they expect more than a premium label and a nice backstory.

For today’s young and affluent, status isn’t defined by what you own. It’s about where you are, who you’re with and what you’re doing – being part of the moment and being able to say, “you had to be there”.

That’s why the smartest drinks brands aren’t just showing up in culture, they’re finding ways to become part of it.

For luxury brands wanting to drive relevance, music remains one of the fastest ways in. But consumers can spot a transactional partnership a mile away. The collaborations that work feel authentic because they already belong in the conversation.

We’ve seen this firsthand through our work with Havana Club. As part of the brand’s evolution for a new generation of drinkers, it partnered with artists such as Skepta, Burna Boy and Bad Gyal on a series of limited-edition bottles.

These quickly became sought-after status symbols and not simply because they were dripping with diamantes or leaned into Afro-Latino and street culture aesthetics. They resonated because they reflected communities, identities and influences that already mattered to Havana Club’s audience.

This same thinking has shaped our approach to sharing Havana Club’s story more broadly.

Last year, we hosted the brand’s first luxury lifestyle press trip to Havana, bringing together journalists from Forbes, Cosmopolitan, Citizen Femme and Schön!, alongside culturally influential titles such as Hypebeast and GRM Daily.

Rather than focusing exclusively on the liquid, the experience immersed guests in Cuba’s music, art, architecture and creative communities. The resulting coverage told a rich story about Havana Club’s roots and values which drinkers could connect with, reinforcing the brand’s place within contemporary culture.

The worlds of spirits, art and design are becoming increasingly intertwined. Today, some of the most desirable bottles aren’t just consumed. They’re collected, displayed and talked about as cultural objects.

We’ve seen brands such as Don Julio collaborate with Peggy Gou and Hennessy work with some of the world’s most influential artists and designers. In each case, the bottle becomes a canvas.

A good example is The Dalmore Luminary series, which brings together internationally renowned architects and The Dalmore’s master whisky makers to create ultra-rare single malts housed within striking sculptural works. These one-of-a-kind creations are auctioned to collectors, with proceeds supporting V&A Dundee.

Working alongside The Dalmore team, we helped bring Luminary to luxury, design and spirits audiences by positioning the programme at the intersection of whisky craftsmanship, architecture, collectability and philanthropy. In doing so, we broadened the conversation beyond the liquid itself.

That’s what makes partnerships like Luminary so powerful. The whisky remains central, but the story resonates far beyond its category.

The same people attending Fashion Week are watching Grand Slam tennis. They’re spending weekends at music festivals, collecting art, travelling globally and seeking out new hospitality experiences.

The elite and aspirational move seamlessly between these worlds, and the smartest drinks brands are following suit.

We’ve seen this through House of Tequila’s sponsorship of the Australian Open, where our client, Altos, became the tournament’s first Official Tequila.

Rather than relying on traditional sponsorship mechanics, the partnership centred around Casa Altos: an immersive hospitality destination on the Grand Slam Oval offering premium cocktails, curated experiences and a social space designed to be part of the wider tournament atmosphere.

It’s no surprise then, that Dom Pérignon also activates in the sporting arena – from private jets experiences at the Masters to luxury lounges at Premier League games – the champagne brand naturally cohabits in the same interconnected worlds of fashion, sport and hospitality as HNWIs.

When it comes to luxury drinks, rarity, quality and provenance are still vital, but they’re no longer enough on their own.

The brands cutting through are finding credible ways to participate in culture and giving people a reason to care and connect beyond the liquid in the bottle.

Because in 2026, the most aspirational luxury brands aren’t necessarily the most expensive – they’re the ones people are genuinely talking about.

If you’re looking to create meaningful connections between your brand and today’s luxury consumers, get in touch with the R&T team.