​

THE PROBLEM
The Master Selection range stood for exceptional craftsmanship, but that story remained confined to the product and lacked cultural visibility.

THE IDEA
Create Master of Craft, an artist-led IP that celebrated masters across different creative disciplines, inspired by the meticulous craftsmanship behind every bottle.
 

THE EXECUTION
Partnered with renowned artists and creators to produce collaborative content and experiences that blended their craft with ours, extending the Master Selection story to new audiences through premium, culture-led collaborations.