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Ken Grier

Dictador’s Associate Creative Director, Ken Grier, Disucses What Makes an Investment-Grade Spirit

Investment-grade spirits also have a certain aesthetic. Whether that’s simple elegance or an activation.

“You either want something that gives an incredible user experience or something that makes people feel there is some arbitrage there – that they feel they bought smartly, they have the respect of their friends, they feel good about it. And they might make a small return on it.”