Instagram is the key mixer for luxury gin marketing campaign

8th July, 2018
Patrick Shelley: ‘With a lot of gins, people don’t know what they’re drinking’ Picture: Jorg Koster

Patrick Shelley held a number of senior positions at LVMH before launching his own alcohol company, Origin Spirits, in 2013. His experience at multinational luxury goods conglomerate has informed his marketing policy as an entrepreneur.

“I spent 15 years with them, around the world, and we had massive budgets for advertising. I am a firm believer that you really need to have a stash of gold if you are going into the advertising world. It is...

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