The IT boys of NRL Collaboration

I was tasked with identifying new audiences for the brand and developed a strategy to tap into Australia’s largest male-driven sport by partnering with high-profile young players Kalyn Ponga and Connor Watson. The goal was to de-feminize the cocktail category, positioning our products as aspirational for men by aligning them with their sporting heroes. Working across sales, marketing, and product development, I led the creation of a Watermelon Margarita SKU from concept to launch—developing the recipe, branding, packaging, and campaign creative.

The collaboration included a high-impact launch party taking over Watsons Bay Hotel and content campaign shot on Sydneys northern beaches, and the product became our best-selling SKU from its release in February 2022 through the end of the year.