Patron and Grey Goose CMO Lee Applbaum: We’re fighting for our share in the luxury category

As the traditional lines of luxury blur, luxury marketers are competing for attention and consumer spend across categories. Lee Applbaum, CMO of the high-end spirits brands Patron Tequila and Grey Goose Vodka, part of Bacardi Global Brands Limited, is making a play for more of the luxury customer’s wallet. Applbaum discussed how platform partnerships can help the brand reach customers differently, how he thinks of marketing channels and more.