The old-world codes of luxury alcohol no longer cut through. In this sharp provocation, strategist Louis Cardoe challenges the idea that heritage alone can hold attention. From ‘Splitting the G’ to fried-chicken collabs, he makes the case for relevance as a craft in its own right — arguing that luxury drinks brands must reimagine value not by chasing trends, but by embedding themselves in the rituals, spaces and identities of a new generation.