“Aegean Cocktails & Spirits™” an initiative to reposition Greek spirits. 
 

When the initiative Aegean Cocktails & Spirits™ was first introduced, only a few Greek bars included local spirits on their menu. Over time, AC&S contributed to a broader shift in the industry, where today Greek spirits are increasingly present in menus and, in many cases, even highlighted through signature cocktails.
 

Repositioning Greek Spirits

Aegean Cocktails & Spirits™ is an initiative that showcased how local and often overlooked Greek spirits could find their place in contemporary bar culture. It serves as a case study in how inspiration, authenticity, and strategic thinking can create meaningful change.

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A Marketing Strategy Based on Localization

The initiative was built around the principles of localization:

History & Heritage – highlighting centuries-old traditions.

Quality – showcasing the excellence of Greek products.

Community – strengthening local producers and their networks.

Craftsmanship – reintroducing artisanal methods with contemporary value.

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Lessons from the Case Study

Understand the potential of both tangible qualities (product excellence) and intangible values (heritage, identity).

See how local products can become a unique selling proposition (USP) in a globalized market.

Recognize that bartenders, as professionals and trendsetters, can inspire pride, responsibility, and cultural change by integrating positive local traditions into modern hospitality.

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From Globalization to “Lobalization”

Bartenders are global citizens: they travel, seek new ideas, and constantly engage with diverse cultures. Yet the more they explore the world, the stronger their sense of identity and appreciation for their own heritage becomes.

This phenomenon—called Lobalization—is the integration of global forces with local values. It supports the repositioning of local spirits, empowers communities and producers, and revives time-tested methods that are eco-friendly, sustainable, and rooted in craftsmanship.

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