The Brief
Beam Suntory's research showed that consumers were more likely to buy a specific spirit brand when it appeared in a recipe. So rather than push their brands directly, they built an unbranded lifestyle destination that did the selling quietly. The Cocktail Project was a cocktail culture site spanning the full Beam Suntory portfolio, giving enthusiasts a place worth returning to while naturally putting their products in hand.
What I Did
Concepted the editorial direction and content pillars for the site
Wrote all drink descriptions and hero image copy
Researched and wrote original articles on cocktail culture, spirits history, and technique
