RISING STAR
focus on building real connection, energy and community around the brand.”
“ A great example is Bar Ilegal, which has come to life through longterm outposts at venues like Forest Hills Stadium in New York,” she adds.“ These spaces bring the brand world to life with a bar, tattoo artist, tastings and other unexpected touchpoints that turn a night out into a full experience.”
By marketing through memorable, social media-friendly experiences and cultural touchstones, alcohol products aim to establish themselves as lifestyle brands.
“ From a marketing perspective, we’ re continuing to lean into spaces that reflect the Lalo lifestyle,” says González.“ This year, that includes expanding further into sports and leisure. We’ ve partnered with athletes like Amanda Anisimova, Zizou Bergs and Charley Hull, as well as culturally relevant brands like Malbon. Through events and off-court athlete-driven moments, we’ re focused on creating experiences that feel authentic and introduce Lalo to a like-minded community that values quality, ritual and connection.”
“ Early on, [ co-founder ] David and I naturally gravitated toward the art and fashion world because we are both personally passionate about those spaces,” he adds.“ We started integrating Lalo into those communities in an authentic way, and we show up at moments like New York Fashion Week and events with Moda Operandi. It’ s less about
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