The SOMM Journal

February / March 2016

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{ SOMMjournal.com }  57 { SOMMjournal.com }  57 Back to Miami, long known for its slick nightlife, pastel suits and "so glamorous it might be illegal" vibe, this vibrant endroit has been selected as ground zero for Pernod Ricard USA's nationwide campaign to bring back luxury. "Miami has always been a focus market for the Prestige division. Now it's emerging as a center for arts and culture that sets the bar for luxury hospitality worldwide," explains Allison Luvera, Director of Prestige Marketing for Pernod Ricard USA. Luvera's sentiments are closely echoed by her counter- part, Jason Kim, Pernod Ricard USA's Director of Prestige Commercial Development. "Miami was once pigeonholed as 'neon and Ocean Drive,' but it has really rediscovered itself in the past five or six years." Notes Kim, excitedly. "The Design District is burgeoning and luxury is back in Miami! After the financial downturn of 2008, we are really seeing a rebirth of this city in both culture and affluence." With Miami emerging as a center of artistic and pop culture, the trends that start and gain momentum here inevitably go on to affect the tendencies of savvy consum- ers nationwide. Somms, Beverage Directors and other influencers in the wine and spirits industry should be keeping an eye on Miami as a frontline influencer of art, fashion, food and drink. With prior success of the Pernod Ricard luxury initia- PHOTO: ANDREW TOTH/GETTY IMAGES FOR PERNOD RICARD USA Benjamin Cassan, Associate Partner at Chez Raspoutine, Paris, and Allison Luvera, Director of Prestige Marketing for Pernod Ricard USA, attend the Raspoutine Paris Pop-Up at L'Eden by Perrier-Jouët at the Faena Hotel in Miami, Florida. The VNH Gallery Dinner with Victoire de Pourtales at L'Eden by Perrier-Jouët at the Faena Hotel, Miami, Florida. CREDIT: FRAZER HARRISON/GETTY IMAGES FOR PERNOD RICARD USA CREDIT: TORY STOLPER/GETTY IMAGES FOR PERNOD RICARD USA CREDIT: TORY STOLPER/GETTY IMAGES FOR PERNOD RICARD USA

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