The boundaries between fashion, lifestyle, and the drinks industry continue to blur, with luxury fashion brands like PICANTE announcing collaborations that transcend traditional categories. The industry has previously seen similar overlaps, like Bacardi’s music inspired apparel line and Chivas Regal’s Ferrari Tartan tie-in, Picante, a London-based fashion label has doubled down on its venture into premium beverages with the second release of its original Spicy Margarita.
Max Venning, from London bar Three Sheets, partnered with PICANTE founders Jude Taylor and Saam Zonoozi to refine the recipe. Venning described it as “cleaner, fresher, with a spice that builds slowly,” creating a cocktail that’s versatile, vegan, and gluten-free.
In a market where younger generations are drinking less, lifestyle-driven collaborations like these represent a unique strategy to engage consumers. Speaking to The New York Times earlier this year, Jacques Giraco, managing partner at Dom Pérignon, noted that young people increasingly demand “more than just the experience of consuming” and crave an emotional connection with the brands they support.
Marten Lodewijks, President of IWSR, echoes this sentiment: “Younger consumers are just not engaging with alcohol as much. There’s a much bigger effort to come up with hooks to bring them in.” For brands like PICANTE, that hook is blending London fashion-world cool with alcohol craftsmanship.
Ready-to-drink (RTD) cocktails are booming, with the global market projected to grow significantly through 2029, according to a recent GlobeNewswire report. PICANTE’s release lands squarely in this growth category, delivering a premium experience that appeals to a generation that prioritises convenience without sacrificing quality. At 14.7% ABV, their six-can fridge pack offers a balance of cocktail flavour favourites and portability, appealing to those seeking curated, at-home drinking experiences.
From Tequila-based seltzers to craft canned cocktails, RTDs now cater to increasingly sophisticated palates. PICANTE’s Spicy Margarita, made and canned in London, reflects this shift, providing a Tequila, chilli, lime, and agave mix.
The collaboration between fashion and alcohol isn’t new, think Andy Warhol’s Absolut vodka ads in the 1980s, as well as the multiple whisky and fashion brand collaborations that came out last year – it makes more sense than ever today. With economic uncertainties pushing younger consumers away from high-end wines and spirits, cross-industry partnerships offer fresh ways to market accessible luxury. As Gen Z and Millennials shape a less-is-more drinking culture, brands like PICANTE are betting on multi-element experiences.
While PICANTE’s founders tout their Spicy Margarita as “the most smashable canned cocktail,” the broader message is clear: the future of drinking is as much about lifestyle and identity as it is about taste. Their latest release not only underscores the rise of RTDs but also proves the lines surrounding alcohol brands, lifestyle brands and fashion brands are continuing to blur.
The original Spicy Margarita (£32 for six) is now available to purchase on their website.
Related news
Maharaja Drinks introduces non-alcoholic Indian drinks brand to the UK
Pubs to pour £3.3 billion into the UK economy this Christmas
It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?
