Brand Product Development
Marriott Craft Collective SEA
Developed and delivered Marriott’s flagship regional spirits program, transforming 144 properties across Southeast Asia into active platforms for brand building, bartender development, and guest experience.
Year :
2018
Industry :
Hospitality
Client :
Marriott
Project Duration :
18 months
Problem :
Marriott’s beverage program in Southeast Asia lacked a unifying vision that could attract top bartender talent, engage guests with quality experiences, and create value for partner brands. Each market operated in isolation, limiting the impact of investments.
Solution :
I co-created The Craft Collective a premium spirits and cocktail program uniting properties across seven countries under a single identity. I curated the spirits portfolio, designed hands-on training workshops for each brand, and brought them to life with competitions, team-building games, and practical mixology challenges. To maintain momentum, I developed the annual Marriott Craft Collective Cocktail Competition, travelling to each market to run mock heats before flying 20 finalists to Bangkok for a three-day finale that combined competition, education, and networking.
Challenge :
Coordinating a multi-country rollout with vastly different operational cultures, skill levels, and guest expectations required adaptability and consistent energy. Each year had to feel fresh and relevant, while still delivering for both Marriott HQ and brand partners.
Summary :
The program became a benchmark for luxury hospitality beverage initiatives in the region, was adopted in other Marriott territories, and generated lasting brand loyalty among both Marriott bartenders and their guests. Partner brands saw measurable increases in visibility, sales, and advocacy.
More Projects
Brand Product Development
Marriott Craft Collective SEA
Developed and delivered Marriott’s flagship regional spirits program, transforming 144 properties across Southeast Asia into active platforms for brand building, bartender development, and guest experience.
Year :
2018
Industry :
Hospitality
Client :
Marriott
Project Duration :
18 months
Problem :
Marriott’s beverage program in Southeast Asia lacked a unifying vision that could attract top bartender talent, engage guests with quality experiences, and create value for partner brands. Each market operated in isolation, limiting the impact of investments.
Solution :
I co-created The Craft Collective a premium spirits and cocktail program uniting properties across seven countries under a single identity. I curated the spirits portfolio, designed hands-on training workshops for each brand, and brought them to life with competitions, team-building games, and practical mixology challenges. To maintain momentum, I developed the annual Marriott Craft Collective Cocktail Competition, travelling to each market to run mock heats before flying 20 finalists to Bangkok for a three-day finale that combined competition, education, and networking.
Challenge :
Coordinating a multi-country rollout with vastly different operational cultures, skill levels, and guest expectations required adaptability and consistent energy. Each year had to feel fresh and relevant, while still delivering for both Marriott HQ and brand partners.
Summary :
The program became a benchmark for luxury hospitality beverage initiatives in the region, was adopted in other Marriott territories, and generated lasting brand loyalty among both Marriott bartenders and their guests. Partner brands saw measurable increases in visibility, sales, and advocacy.
More Projects
Brand Product Development
Marriott Craft Collective SEA
Developed and delivered Marriott’s flagship regional spirits program, transforming 144 properties across Southeast Asia into active platforms for brand building, bartender development, and guest experience.
Year :
2018
Industry :
Hospitality
Client :
Marriott
Project Duration :
18 months
Problem :
Marriott’s beverage program in Southeast Asia lacked a unifying vision that could attract top bartender talent, engage guests with quality experiences, and create value for partner brands. Each market operated in isolation, limiting the impact of investments.
Solution :
I co-created The Craft Collective a premium spirits and cocktail program uniting properties across seven countries under a single identity. I curated the spirits portfolio, designed hands-on training workshops for each brand, and brought them to life with competitions, team-building games, and practical mixology challenges. To maintain momentum, I developed the annual Marriott Craft Collective Cocktail Competition, travelling to each market to run mock heats before flying 20 finalists to Bangkok for a three-day finale that combined competition, education, and networking.
Challenge :
Coordinating a multi-country rollout with vastly different operational cultures, skill levels, and guest expectations required adaptability and consistent energy. Each year had to feel fresh and relevant, while still delivering for both Marriott HQ and brand partners.
Summary :
The program became a benchmark for luxury hospitality beverage initiatives in the region, was adopted in other Marriott territories, and generated lasting brand loyalty among both Marriott bartenders and their guests. Partner brands saw measurable increases in visibility, sales, and advocacy.