23 July 2021
Dictador’s Associate Creative Director, Kevin 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.”