Luxury marketing thrives on personalization and immersion. Today’s luxury consumers seek experiences that are not only tailored but emotionally resonant. A rare whisky reveals its full complexity only when savored in the right ambiance. Similarly, a meticulously crafted jewelry piece finds its voice when paired with the perfect ensemble. While digital platforms offer accessibility, they can never replicate an in-person encounter’s depth, texture, and storytelling. True luxury lies in the experience beyond the transaction.
Thanit Apipatana, an investor who advises companies across Southeast Asia, has seen this idea resonate with businesses like JDSS, Stoic 9, and Life Below Labs in his portfolio. “High-end buyers recognize value, but they also want to sense – not merely know – what makes a product or service special. Some brands understand that and focus on creating the right setting for their customers to show value,” says Apipatana.
JDSS, a boutique wine and spirits importer based in Bangkok, exemplifies the power of experience-led engagement. Eschewing traditional online advertising, the brand cultivates deep client connections through curated, invitation-only tastings and intimate gatherings—strategically designed to resonate with individuals whose refined palates and aspirations align with JDSS’s premium portfolio.
“We discovered early on that luxury consumers forge deeper connections through in-person experiences,” says James Ong, founder of JDSS. “A private tasting of a rare vintage isn’t just a sampling—it’s a curated moment of discovery. These experiences often lead to continued engagement, with clients exploring more of our portfolio, attending exclusive events, and ultimately evolving into loyal buyers.”
Apipatana views these touchpoints as more than experiential marketing – a strategic feedback loop. “Tastings provide JDSS with real-time insights into consumer preferences. The way guests respond to a wine—their reactions, questions, and repeat selections – directly informs product curation. It’s a valuable, human-driven lens into what truly resonates with our clientele.”
Singapore-based whisky investment firm Stoic 9 anchors its growth in trust and relationship-building, leveraging a high-touch, referral-driven approach. While many clients are seasoned whisky enthusiasts, they often enter the investment space with limited asset class knowledge, which demands a long-term horizon and considerable patience.
Founder Charles Lim emphasizes that trust is foundational, “Most of our clients are referred by existing customers or mutual connections—and we view that trust as something earned, not given. That’s why we prioritize personal engagement from the outset. We meet every client face-to-face, take time to understand their goals, address any concerns, and provide consistent
updates on market dynamics post-investment. This keeps us closely attuned to their expectations and reinforces their confidence in investing with Stoic 9.”
Apipatana emphasizes that Stoic 9’s high-touch, relationship-driven approach is a strategic differentiator. “There’s limited public data on cask values, so building trust is critical,” he explains. “Cask investment is inherently long-term—whiskey requires decades to mature—so offering a personalized, white-glove service is essential to sustaining investor confidence. This level of service is how a firm like Stoic 9 engages and retains sophisticated, high-net-worth clients.”
Meanwhile, the value of direct engagement extends beyond luxury finance. At Life Below Labs, a Bangkok-based fresh yeast production company, CEO and founder Alan Edwards is pioneering the use of fresh yeast in Thailand’s brewing ecosystem – an ingredient that has yet to gain traction locally. Through one-on-one conversations with breweries, he uncovered a strong interest in transitioning from dry yeast to fresh yeast, especially as awareness and access improve throughout the year. These insights underscore the strategic value of being on the ground, listening and adapting.
“Fresh yeast enhances the depth and vibrancy of beer, appealing first to discerning, high-end consumers before inevitably influencing the broader market,” says Alan Edwards. “In conversations with brewers, I recognized not only a strong interest but also a deep technical understanding of fresh yeast. With hands-on experience in microbiology through running Life Below Labs, I saw a clear gap – and a unique opportunity – to provide access to a broad library of premium yeast strains tailored to their brewing styles. Without those early dialogues, this opportunity could have easily gone unnoticed. They were the catalyst that led me to launch the business.”
Apipatana echoes this sentiment, noting that while the demand for fresh yeast in Thailand is emerging, the country has historically lacked local producers. “Life Below Labs, as a newcomer, needed to differentiate itself quickly,” he explains. “Through targeted taste tests with brewers, we demonstrated the distinctiveness of our fresh yeast in real product applications – an experience that made a lasting impression and positioned us as a game-changer in a market hungry for innovation.”
Establishing credibility, particularly for emerging brands relies less on showcasing products and more on curating meaningful experiences. Brands like JDSS, Stoic 9, and Life Below Labs exemplify this approach by introducing their offerings through intimate, high-touch engagements, such as curated tastings, personalized investment consultations, and in-depth conversations with brewers.
These personal interactions reveal a shared philosophy: in niche markets, success is rooted in relationship-building, not transactional selling. These brands understand that their audiences—often discerning and value-driven—are more likely to be influenced by thoughtful experiences than by direct pitches. This aligns closely with the ethos of luxury marketing, where context, atmosphere, and exclusivity carry more weight than conventional advertising.
“Promoting a product begins with rethinking how to connect—not just through price or quality, but by designing experiences that resonate,” says Apipatana. “Businesses must first understand what needs to happen to create the right environment for discovery. That’s how they convert interest into loyalty—and customers into advocates.”
Who is Thanit Apipatana:
Thanit Apipatana is a Bangkok-based entrepreneur, investor, and startup advisor with a keen interest in venture building, real estate, F&B, sports and philanthropy. Mr. Apipatana has advised and invested in companies in the region, including Singapore-based proptech startup Mogul.sg and Thai-based Life Below Labs. As a thought leader, Mr. Apipatana shares his insights on entrepreneurship, F&B, education, sports and the social sector.
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