The rise of drinks brand collaborations with fashion labels
From Noble Rot’s t-shirts to Dolce & Gabbana’s Etna reds, fashion is increasingly tying itself to alcoholic drinks and winning over style-conscious consumers.
In recent years, a growing number of wine, beer and spirits brands have collaborated with fashion designers, streetwear labels and luxury houses. These partnerships are now as much about cultural cachet as they are about cross-promotion. For drinks producers, the tie-ins offer lifestyle relevance and access to younger demographics. For fashion brands, drinks offer narrative, nostalgia and sometimes, genuine craftsmanship.
Arguably the most striking example of late is Dolce & Gabbana’s ongoing partnership with Sicilian winery Donnafugata. Beginning in 2020, the collaboration now spans four wines, from the flagship Rosa rosé to a classic Etna red. Each bottle is dressed in vibrant labels inspired by Sicilian folklore.
For Donnafugata, the result has been growth in premium segments and improved market positioning. For D&G, it is a reinforcement of brand identity rooted in place and tradition.
In the world of spirits, Hennessy X.O partnered with Dior Men artistic director Kim Jones in 2023 to produce a co-branded decanter, bottle and sneaker. The HNY Low sneaker, sold at US€650 via streetwear retailer HBX, was inspired by the Cognac house’s signature bottle silhouette. Jones described the collaboration as a way to reflect “both the long heritage of Cognac and my own design values”. Laurent Boillot, CEO of Hennessy, said the collection was “a resolutely contemporary expression destined to make an impact on culture”.
Streetwear meets suds
While the luxury end of the market leads with heritage and design, streetwear collaborations bring energy and youth. Palace Skateboards’ 2021 tie-up with Stella Artois injected new cultural relevance into the Belgian lager. Palace was given the licence to play freely with Stella’s branding, creating apparel and barware that sold out almost instantly.
Likewise, Guinness has become an unexpected darling of the fashion world. In 2024, JW Anderson presented a Guinness-branded capsule on the Milan runway, combining stout iconography with high-end knitwear. Designer Jonathan Anderson, a self-professed fan, drew on Guinness’ advertising heritage and cultural ubiquity. Fast-fashion iterations soon followed, indicating mainstream appetite for beer-as-fashion.
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Spirits have followed suit. In 2023, Ballantine’s Scotch Whisky partnered with RZA of Wu-Tang Clan and Japanese streetwear label Neighbourhood. Their limited capsule, launched via Highsnobiety, included jackets, caps and a whisky decanter adorned with Neighbourhood’s skull motif. It formed part of Ballantine’s “Stay True” platform and coincided with hip-hop’s 50th anniversary.
Boutique beginnings and ethical expressions
Not all partnerships are global. In London, cult wine magazine and bar Noble Rot partnered with fashion brand Folk in 2023 to produce limited-edition t-shirts. The collaboration, described by Folk as a “natural” pairing of Lamb’s Conduit Street neighbours, gave fans of both brands a wearable slice of the wine world.
More ethically minded efforts are also emerging. Maker’s Mark partnered with designer Phoebe English in late 2023 to produce (Re)Made to Party, a collection of upcycled occasionwear. Neil Skinner, UK marketing director at Maker’s Mark, said the project strengthened the brand’s sustainability credentials. The collaboration was rooted in shared values, with English drawing on Maker’s regenerative practices at Star Hill Farm in Kentucky.
Why it works
Fashion partnerships allow drinks brands to express identity beyond the bottle. For fashion labels, working with a heritage distillery or vineyard lends authenticity and storytelling depth.
Whether it’s White Claw teaming with Tombogo on drink-holding cargo trousers or Absolut’s long-running design series featuring Tom Ford and Versace, the playbook is expanding. These projects are often limited in scope but broad in impact, generating social media buzz, press coverage and meaningful consumer engagement.
What began as experimental or ironic has evolved into a serious marketing strategy. As more consumers seek alignment between their consumption and their identity, drinks producers are stepping in.
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