When you’ve worked in the hyper-competitive alcohol sector, you learn to fight for every inch of consumer attention. Premiumisation, ritual, trial, storytelling, presence—these are survival tools. And they don’t just apply to spirits. We’ve taken those lessons and applied them to non-alc FMCG brands, using innovation, play, and culture to help underdogs punch above their weight. For one oat milk brand, we created a countertop unit that hugs napkins and cup sleeves—awkwardly. The design is intentionally weird, with deadpan lines like “Wipe away your dairy regrets.” It’s simple, shareable, and unmistakably brand-aligned. Just the kind of disruptive, delightful asset that alcohol brands use to turn everyday moments into brand theatre. For a mindful energy drink, we treated a yoga studio like a high-end tasting room. Post-practice, customers receive a cold, scented towel that says “Refresh your intention,” alongside chilled cans in a minimalist fridge. It’s a ritual, not a product drop—like the elevated serves or signature rituals common in luxury spirits. Office coffee corners? We made them premium. A creamer brand’s POS now features intentional, calming copy and sleek organisation, echoing the way alcohol brands elevate bar tools to signal craft and care. And when it came to trial-driving, we built a full ecosystem: compact energy shot chillers with ambient lighting and one-button sampling. Deployed at gyms, festivals, eSports events, and uni libraries—each moment tailored, each space activated. Not just more presence—smarter presence. Because whether it's whisky or wellness, the playbook is the same: be interesting, be intentional, and always earn your place.