He’s a film director whose credits include Erin Brokovich, Traffic, and Contagion but now Steven Soderbergh is trying his hand at launching a new alcohol brand.
It took the Oscar-winner six years to get the Bolivian brandy that he claims “will f*&@ you up” and “make you invisible,” to market. Soderbergh credits his creation of Singani 63 to his ability to distinguish between something that is ordinary and something that’s exceptional. It’s the exact same judgement and decision making process he used throughout his incredibly successful Hollywood directing career. Attached to the neck of each bottle is a recipe booklet. Inside is the message: “Singani 63 is the culmination of a 50-year, privately funded project known as the Steven Soderbergh adventure, the purpose of which is to identify the exceptional in all areas of human endeavour.”
The fact that Soderbergh has translated his creative mantra from film to branding is what makes Singani 63 unique. Most brands are created to target a particular consumer group or fill a niche in the market, but this is different. Soderbergh tried the drink in 2008 while filming in Spain and was immediately obsessed by the buzz it gave him. Singani 63 is a brand completely driven by creativity and an owner who simply wants as many people as possible to experience it.
Singani 63’s packaging is contemporary featuring an illustration that pays homage to its Bolivian provenance.
This retro advert featuring Soderbergh and his pipe alongside a rather large sheep and the caption “This Sh*t Will F*ck You Up” is as unconventional as the brand itself.
The photo above is taken from the Singani 63 website shows the famous director ‘taking his horse for a gallop after enjoying a Singani 63‘ (see left). Where did he get that idea from, we wonder? (see right).
Soderbergh alone controls the voice of the brand, and what a distinctive voice it is. Alongside the obvious advantage of having a famous owner, it propels a product that not many people have tried before. At present, Singani 63’s finance comes only from Soderbergh. If the brand is to succeed and achieve the kind of distribution that’d justify all the director’s time and money, it’ll need some serious financial backing from another party. This person or group won’t just need to have capital. They’ll also need to trust Soderbergh’s creative direction 100% because without that Singani 63 is just another brand.