72. Artistic Creativity in Spirits Marketing with Vadim Grigoryan

Vadim Grigoryan is an art aficionado and brand strategist in the spirits industry. As Pernod Ricard's Global Marketing Director of Creativity and Luxury, Vadim oversaw Absolut Vodka's strategic artistic collaborations, managed the repositioning of Chivas Royal Salute Scotch, and launched the tequila brand Olmeca across Europe.  His consulting clients include Hugo Boss, Art Basel, and LUNU -- a cryptocurrency platform that partners with luxury retailers.

 

In his talk with Chris, Vadim discusses the artistic merit of Marcel Duchamp, Andy Warhol, Jean-Michel Basquiat, the British Monarchy, David Guetta, as well as the quinquennial Documenta festival in Kassel versus the annual Art Basel. He also explains the philosophy behind a thousand-dollar bottle of scotch, the role of the metaverse in art and alcohol, the beauty of calvados, the broken frameworks behind most marketing campaigns, and the universality of luxury. 

 

Learn more about Vadim's approach to brand strategy in this Forbes article: https://www.forbes.com/sites/shelliekarabell/2017/07/30/6-things-art-can-teach-you-about-brands-marketing-that-you-wont-learn-in-business-school/ 

 

Read the case study about his repositioning of Ararat Brandy here:

https://publishing.insead.edu/case/ararat-brandy-transforming-a-legend-a-modern-icon 

 

Follow his creative consulting practice here:

https://spiritandspirit.com