A raft of spirits brands have branched out beyond their categories in the run-up to Christmas with products including speakers, pyjamas and the obligatory sweaters.
Diageo’s Don Julio Tequila has gone for the high-end, partnering with artist and designer Ojas – real name Devon Turnbull – for a limited line of loudspeakers. Ojas, who started his career founding a clothing brand before turning his hand to audio equipment, has designed the Tequila Don Julio 1942 x Ojas artbook shelf speaker.
Released to coincide with Miami Art Week, which started last Friday and runs to today [8 December], an “extremely limited” number of pairs have gone on sale on the designer’s official website, priced at US$5,250.
Over at Beam Suntory, Bourbon mark Jim Beam is offering consumers a “Kentucky Hug” with a branded pyjama/pajama set. Available in a range of sizes from ‘small’ to ‘2XL’, the red flannel set can be purchased online in the US from this week for $24.99 and will be on sale “while supplies last”.
Beam Suntory has also partnered with knitwear brand The Endery for a line of sweaters whose design is based on the “holiday bottles” packs of Jim Beam’s Bourbon sibling, Maker’s Mark. Retailing at $250 each, the sweaters are also limited editions and have been made using alpaca wool yarn in Peru.
Last week, a report claimed that Beam Suntory is considering a consolidation of its spirits portfolio, with Pinnacle Vodka and Cruzan Rum rumoured to be put forward for sale.
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