Crispin Porter + Bogusky is coming out with its second branded liquor, Papa's Pilar rum, a tribute to Ernest Hemingway. The chief executive of the enterprise is former Omnicom event marketer Steve Groth, founder of Mahalo Spirits Group, with former Bacardi exec Jay Maltby serving as chief marketing officer. "Doing these types of projects really keeps us evolving as a creative entity. We're able to evolve our compensation with new revenue streams and equity deals, and evolve what we can be, which I think is far more than an advertising agency," says CP+B's Neil Riddell.
CP+B's latest liquor is a tribute to "Papa" Hemingway