Celebrity endorsements have long been a go-to for premium brands, but is that the only way to stay relevant?

Not anymore.

As consumers grow more discerning, the focus has shifted to authenticity, shared experiences, and deeper cultural connections.

Universal Rituals as Cultural Anchors


As Craig Knox explained in our recent webinar, “Cultural relevance thrives on universal rituals—like an after-work drink.” These shared moments tap into something timeless and relatable, giving brands a way to connect without relying on star power.

Challenging Stereotypes Through Partnerships


As April Jackson emphasised, true partnerships go deeper than profit. “They challenge stereotypes and redefine authenticity.” So, collaborations highlighting cultural narratives or overlooked communities can create meaningful impact and positive connections between the brand and its audience.

The Evolving On-Trade


Stuart Holmes highlighted how the trade is changing: “Experience and theatre are now essential to draw people in.” From immersive cocktail bars to innovative pop-ups, the trade is transforming into a hub of cultural engagement.

In a world where consumers crave authenticity, premium brands don’t need celebrity endorsements to stay relevant. Instead, brands can build lasting cultural resonance by tapping into universal rituals, creating meaningful partnerships, and elevating on-trade experiences.