Turning Hospitality Into a Spirits Portfolio

The best hospitality brands understand that every detail contributes to the guest experience.

For A. Marshall Hospitality, the opportunity was to extend that experience beyond food and service into a family of proprietary spirits inspired by Tennessee's rich musical heritage.

Rather than creating a single private-label product, we developed an interconnected collection of brands including Back Stage Gin, New South Vodka, and In The Round Rum.

Each expression was inspired by a different aspect of music culture, while contributing to a larger story about place, hospitality, and shared experience.

The result transformed a private-label initiative into a branded extension of the restaurants themselves.