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The Barefoot GMD

@barefoot_gmd

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Six months ago, I crash-landed into my role as Global Marketing Director at Mack Brands. Uncorked, adrenaline-fueled, and equal parts terrifying and career-igniting. With September 1 set as our flag in the ground for Conte Camillo, we had 21 weeks to bring a challenger premium cocktail brand to life above, through, and below the line. What started as a loose Tuesday afternoon pitch evolved into Strength of Character, a poetic double-duty nod to a bar-strength legacy liquid and the New York cultural torchbearers who refuse to compromise on craft. Weeks of tight critical paths, @michaelabliss flying with a shot list (and eating her weight in NYC bagels), spring school holidays, and an actual newborn baby later... we launched. Millions of eyeballs in, the first torchbearer spotlight is wrapped with five more to go, and early signals prove the work is doing its job. Massive shoutout to @matthalls_ofc and @michaelabliss, our phenomenal creative directors; @fortemmedia; our six torchbearers; our incredible cross-functional teams; and @nic.mack for the ultimate trust fall. In my past life, I called our highest praise simply: This is the work. For the first time here, I get to say it: This is the work. This is strength of character. 🥃✨ Stay tuned for the rest of this campaign: @contecamillococktails by @barefoot_gmd
15
20 days ago
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Up next on our Mack Brands cocktail series: The Finvara Highball 🥃 This week we have @charnehey , who made a highball with Finvara Irish Whiskey. Made with an apple and fig cordial to really bring out the notes of caramel from the whiskey. It’s slightly sweet, slightly floral and well balanced. Cheers! @kingfinvara by @barefoot_gmd
16
a month ago
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Introducing the Mack Brands Spotlight Cocktail Series. 🍸 A new series shining a light on up-and-coming bartenders across the world. Each bartender chooses a product from the Mack Brands portfolio and heroes it, creating an original cocktail that showcases the product through their own style and creativity. First in the spotlight: @sassybarbabe, who chose Conte Camillo Negroni and created her own take on the classic Italian Sgroppino, a fresh twist on tradition. A celebration of creativity, craft and a really good drink. by @barefoot_gmd
22
3 months ago
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A special evening celebrating our new office space, our brands, and the incredible people behind it all. Our nearest and dearest got to step inside the world of Mack Brands, with the highlight of experiencing our new, unreleased range of Conte Camillo small batch cocktails. It was a joy to finally meet the friends and families of the team we work with every day - and an honour to welcome them into our home. Here’s to the first of many memorable nights around the bar 🍸 by @barefoot_gmd
8
3 months ago
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Finvara doesn't fit every room. That’s the point. When we looked for creators to bring our vision to life, we weren’t just chasing reach. We were chasing world-builders. Leti and Gabri from @wandertroopers live at the intersection of travel, pop culture and cinematic storytelling. They understood the assignment before we even briefed them. The result? A whiskey positioned exactly where it belongs. Inside the mythology. This is what modern brand-building looks like. Find your people. Give them the lore. Let them create magic. by @barefoot_gmd
0
4 months ago
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Spicy matcha margaritas. A live build-your-own perfume stand with @olfactorynyc constructed around the exact same botanical notes as the tequila. Two ways to experience the same brand essence. One through the palate, one through the skin. Fully immersive. Fully Tequila Rosaluz. BCB 2026 was just the opening chapter of something much bigger - we’re building Tequila Rosaluz as a complete sensory world. Watch this space. by @barefoot_gmd
2
4 months ago
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Monday night, @tequilarosaluz landed on a rooftop in SoHo, NYC. We gathered an incredible, unfiltered curation of NYC’s defining cultural voices: the tastemakers, journalists, critics, and cultural sense-checkers who are shaping the vanguard right now. It was one of those rare, TOTALLY magnetic nights, put together by a brilliant, dedicated and equally iconic team. Beyond the pour, we also debuted our very first perfume pop-up - an @olfactorynyc translation of the raw scents, texture, and process that build our brand. We’re eschewing the noise to focus on deep immersion. Expect more of these hyper-curated, intimate salons as we continue to grow our network and cultural footprint in NYC and beyond. DM for the notes and visuals from the evening, or to stay close to the next private activation ✨❤️ taken in SoHo, New York by @barefoot_gmd
23
4 months ago
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This week in Soho, New York, we gathered the people who actually shape culture. Not press. Not influencers. Curators. The true cultural taste makers of the city. The ones whose recommendations land because they only make them when they mean it. We didn’t brief them. We didn’t give them a hashtag. We gave them a glass of Tequila Rosaluz and said: if it tells you something worth sharing, share it in your voice. That’s the only marketing strategy that works in 2026. Not reach. Resonance. The attention economy is over. We’re building in the sensation economy now, and the brands that understand the difference are going to own the next decade. Rosaluz isn’t a drinks brand pretending to be a culture brand. It’s a culture brand that happens to make tequila. by @barefoot_gmd
2
4 months ago
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Tequila Rosaluz has always been about creating moments that linger. So when we began developing our upcoming perfume sensory experience in New York, every detail had to mean something...including the bottle. From shape to silhouette, our partners shaped and refined it until it felt like a true extension of the Rosaluz world. Because the smallest details leave the deepest impression. See you in NYC. by @barefoot_gmd
1
5 months ago
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Behind the scenes of our ‘Think About That’ campaign with Conte Camillo 🎬 NYC by @barefoot_gmd
1
5 months ago
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Who told you that you couldn’t? ☝️Build a drinks brand like a fashion house. ✨Make something finite. Something worth waiting for. @tequilarosaluz SS26 - out east all summer. 💌 Dm me for the press pack // cox@mack-brands.com by @barefoot_gmd
2
5 months ago
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This is not a job post. This is an invitation. An invitation to build something that doesn’t come along very often. Massachusetts is our target. Martignetti is our partner. And we’re looking for someone who doesn’t think like an employee. We want operators. Relationship builders. People who know how to create momentum in a market. People who want ownership, not oversight. Backed by a global drinks group. Built with startup energy. Zero corporate BS. If you know the Massachusetts drinks scene and want to be part of building something formidable, reach out. Salary range: $100,000 - $120,000 plus bonus structure and T&E Mail to: mack@mack-brands.com by @barefoot_gmd
0
5 months ago
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