Hospitality, Nightlife and Beverage
Sovereign Brands and Luc Belaire
Sovereign Brands is a large liquor portfolio that used hip-hop and culture to enter the U.S. market, and cross-promoting Luc Belaire with The New Auto Toy Store proved rewarding.
The relationship
Sovereign Brands is a large liquor portfolio that used hip-hop and culture to enter the U.S. market, and cross-promoting Luc Belaire with The New Auto Toy Store proved rewarding. The American presence spoke to a younger generation and culture, while the European presence stayed classic in approach.
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