adm@maybe | 9 March 2026 PORTFOLIO Malfy Gin 2025-2026 Live CoveragePhoto & Video ProductionSocial Media Management Can a drink loved by the general public also be the maximum expression of made in Italy refinement? Malfy is one of the best-known and most loved gins by the general public. One of those you ask for when you go to your favorite bartender to get your routine gin and tonic at aperitif. But what happens if that same brand no longer wants to just be loved and sought after by the public but decides to undertake an innovative path aiming to communicate its premiumness and a positioning of excellence in the made in Italy landscape? If the world is talking about it, let it talk. But you keep the reins of the story to enhance the right aspects. The strategy implemented for Malfy doesn't involve a radical change of direction in riding the brand's great awareness with the general public. On the contrary. The idea was rather to accompany the strong and authentic story of the base with a stronger story of the brand, especially in iconic consumption moments. A breathtaking sunset on the coast? The coolest après-ski in Madonna di Campiglio? It's right there that the brand must channel its energies to tell with its own tone of voice how a top positioning and a product enjoyable by all come together and find their maximum sublimation.