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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.Collaborating with Mads Berg, WW produced 50′s style illustrations for the brand to use throughout its communications – advertising, social media, event invitations and on the website.

This imagery aimed to continue the brands fun-loving attitude in a usually unadventurous industry whilst retaining the premium credentials of it’s selling point.Being an alcoholic beverage there are very tight regulations for advertising these drinks in Europe as advertisers are restricted to only showing the packaging, the serve and the product. As a result WW commissioned one of the illustrations around the theme of the products ingredients bursting from the bottle.

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.