Crafting Meaningful Connections in a Saturated Market

As the world of luxury marketing continues to evolve, Diageo, the spirits giant, is navigating the high-stakes environment of Formula 1 to create resonant experiences for its customers. In an exclusive interview, Morgane Gaubier, Diageo’s director of luxury, shares the company’s approach to experiential marketing and the key takeaways for luxury brands looking to make a meaningful impact.

Diageo’s partnership with Trophy House at the Miami Grand Prix offers a unique opportunity for connection with a targeted audience. According to Gaubier, the goal is not to create a loud splash, but to craft moments that matter. “Beyond impressions, it gives us the ability to connect directly with a highly targeted audience through curated tastings and one-on-one storytelling moments,” she explains. This approach is a departure from traditional metrics, where brands often focus on reach and visibility. Gaubier notes that luxury has evolved beyond external markers such as price and packaging, and now it’s much more experiential and values-based. “Provenance, innovation, and intentionality are now part of the equation. It’s about telling a story versus signaling status.”

Diageo’s Rare & Exceptional portfolio is designed to deliver meaningful experiences that align with the brand’s core ethos. “Our partnership with Trophy House at Miami Grand Prix offers a cultural and emotional context that aligns naturally with luxury—a celebration of dedication, precision, and performance with global visibility,” says Gaubier. This approach is not just about creating a memorable experience, but also about building relationships with customers. Gaubier notes that Diageo’s focus is on the quality of the experience itself, how it’s designed, how it feels, and how meaningfully it connects with guests.

However, creating these experiences requires a deep understanding of the audience. Gaubier emphasizes that there is no single definition of a luxury consumer, and that different groups will navigate and extract value from an activation in different ways. “Some are seeking cultural currency—experiences they can share, capture, and be inspired by in the moment. Others are more introspective, drawn to nuance, depth, and discovery.” This understanding is crucial in designing experiences that resonate with customers. Gaubier notes that Diageo considers how different groups will engage with the brand, creating multiple entry points for engagement while maintaining a coherent brand story.

In today’s fast-paced world, knowing when to move quickly and when to deliberately slow down becomes a crucial advantage. Gaubier notes that Diageo’s portfolio is built on both patience and precision, with some releases requiring decades of quiet evolution before they’re ready to be shared. However, there are also moments where cultural relevance demands immediacy. “Our focus is on creating experiences that are genuinely rewarding, and that build organically around urgency,” she explains.

Ultimately, the key to successful luxury marketing is creating substance over manufactured scarcity. Gaubier emphasizes that exclusivity only resonates when it’s backed by substance. “We don’t manufacture urgency; it builds organically around experiences that are genuinely rewarding.” This approach requires a deep understanding of the customer and a commitment to creating meaningful experiences that align with the brand’s core ethos.

As the luxury marketing landscape continues to evolve, Diageo’s approach offers valuable lessons for brands looking to create meaningful connections with their customers. By focusing on substance, understanding their audience, and balancing urgency and patience, luxury brands can create experiences that truly resonate with their customers.