Branding Strategy: Post-Gender Branding inthe Spirits Industry
For over a century, spirits marketing operated inside rigid, binary aesthetic codes. The industryplaybook was split along overt gender lines: brown spirits, high-proof expressions, and smokyagave distillates were engineered with hyper-masculine signifiers—heavy square bottles,rugged textures, aggressive typographies, and brooding cigar-lounge imagery. Conversely,lighter, botanical, or fruit-forward profiles were forced into patronizing feminine tropesdominated by pastel palettes, […]