Cultural relevance is great. Driving the business is better.
In this clip, Jason Acker explains how Diageo approaches cultural partnerships with a clear rule: they only matter if they move the business. Using The White Lotus collaboration with Ketel One and Tanqueray as a real-world example, Jason walks through how long-term creator relationships, trust, and thoughtful execution turned a cultural moment into measurable impact across both on-premise and off-premise sales.
This is a masterclass in avoiding “fluffy marketing.” Culture is the entry point, but commercial accountability is the finish line.
