Modernizing a classic with style.

The classic French Aperitif Lillet wanted to attract fashion-forward millennial consumers, so it partnered with sportswear designer Malia Mills to create a co-branded retail collection. The result was vibrant pop-up experiences and in-store takeovers of select Malia Mills and Isabel Marant stories. Lillet turned to FINN Partners for the creativity, vision, and expertise to generate buzz for the fierce collaboration.

FINN helped Lillet identify and partner with a like-minded brand that shared its core values, spirit of conviviality, and commitment to female empowerment.


Increase awareness of Lillet and the aperitif occasion among trendsetting millennial women in key U.S. markets.


Consumer – Lifestyle


Big Apple Award 2019


target consumers reached


media impressions

The Work

Spirit brands are often limited to simply being able to pour at events. FINN helped Lillet go far beyond that — with “Sip & Style” shopping events where consumers, media, and social influencers enjoyed signature Lillet cocktails and learned about the centuries-old spirits brand that inspired a new fashion line.

We strategically picked top fashionable social influencers in each of six key markets (including The Hamptons, San Francisco, Santa Monica, Dallas, San Diego, and Atlanta) to help drive local, pre-event buzz ahead of the brand’s arrival.

Over the course of four months, the wildly successful pop-up events connected directly with 10,000+ target consumers. The program generated over 12+ million media impressions, including garnering first-time coverage for the brand in several high fashion publications such as Modern Luxury and Daily Front Row.