Kandace Williamson on Making Luxury Spirits Culturally Relevant

Kandace Williamson is the Senior Culture & Entertainment Lead at Diageo. She dives into the evolving world of spirits marketing, from luxury tequila campaigns to engaging Gen Z audiences, sharing how culture, storytelling, and experiential events are reshaping advertising. Tune in for insights on creativity, audience-first marketing, and the strategies behind standout campaigns like Don Julio’s Día de Los Muertos activation.Kandace is a London-based culture and entertainment strategist who has shaped campaigns for some of the world’s leading spirits, including Captain Morgan, Don Julio, and Casamigos. With a background in PR and in-house brand strategy, she specializes in translating brand purpose into culturally relevant experiences. Her work blends creativity, insight, and human connection to engage audiences in meaningful ways.Rupert Maconick is the Founder and Executive Producer of Saville Productions. Saville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.To learn more about our work in the branded entertainment space, visit us at www.savilleproductions.com.