Conceptualization: 50%

Implementation: 50%

Legent x Masterclass Launch Tour

Legent Masterclass Tour

Client: Legent
Industry: Spirits
Type: Tour, Trade
Location: Nationwide



By the 8th tour stop, the liquid was entirely sold out for the year, confirming this launch as a major success.


Beam Suntory tasked GRADIENT with bringing the official launch of their newest spirit, Legent, to 10 markets across the United States. Educating the trade about the new product and creating a bond to the story of Legent and its creators with the goal of instilling brand awareness and loyalty.



A custom fabricated multi-room activation created a unique immersive experience that brought guests into the  world of Legent and Fred and Shinji, the creators of the liquid. A modular projection wall opened as a portal into an exclusive tasting circle where a masterclass  welcomed attendees to sample and experience this one of a kind product. After the tasting in the masterclass setting, guests were encouraged to mingle and sample carefully crafted cocktails.

See more Trade case studies. 

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