In 2020, the liquor business faced near extinction as third spaces shut down and socialising came to a grinding halt. 

Our challenge was to get people back to these spaces and revive nightlife again. 

The insight that we arrived at was that with third spaces shutting down, the feeling we missed the most was letting your hair down at the end of a workday at the small neighbourhood bar. What we missed was the tirades, the lame jokes, the out of tune karaoke stars, in short we missed the spaces where the most authentic versions of ourselves came out to play. 

And so all we had to do was to remind the community that the after-hours are ours by right. It's not defined by the rules of workspaces, or the demands of the home space. And to ignite a mass movement back to the bars, the gigs, the third spaces we created a music IP that celebrated "our after-hours" by bringing big musical acts like Divine, Ritviz, Lisa Mishra and 20 other chart toppers from the indie music scene, to considerably smaller spaces. 

The result was felt at the events, but also in numbers as REVIBE THE NIGHT toppled Jameson, Bacardi and Ballantine's to become the most successful branded music IP of the year. 

Oh and did I mention, we also launched a new drink, the Red & Ginger, an iconic highball crafted for a generation that has renounced the cool quotient of whiskey on the rocks for milder cocktails made for easy socialising.