The X.B story is unusual. The idea of making and selling a new premium drinks brand based on the historically successful ‘Sex on the Beach’ cocktail was proposed by a private investor in December 2011. At that stage nothing at all existed. Within five months X.B – a mix of orange, cranberry, peach and grape blended with smooth triple distilled grain vodka – had been successfully produced and launched in May 2012 by WW at the Cannes Film Festival, to great acclaim with celebrity packed events in the leading Riviera nightclubs.As part of X.B’s promotional strategy launch events were arranged in all the top clubs in Europe featuring many of the current and legendary urban stars.

Exciting acts ranging from Akon, Pharrell Williams & Deadmau5 to Snoop Dogg, Busta Rhymes and Kelis. WW were asked to organise as well as branding these events. With such a defined design language the events, with the addition on X.B caps, glasses and fans, were distinct, memorable and produced successful content for social media channels.X.B won the ‘Best New Brand 2012’ award at the recent MICS awards in Monaco. It has now been launched in Paris, London, Madrid, Ibiza and the US and is expanding across France in 2013/14.