What Bad Bunny Teaches Us About the Future of Premium Brands

Fifteen years ago, “gourmet” meant one thing:

White tablecloth restaurants.
Food critics.
Exclusive events behind closed doors.

Premium was exclusive. Distant. Elite.

Today? It’s also born on Spotify, and in culture.
When music icons weave premium drinks, curated travel, and everyday luxury into their narratives, millions don’t just hear lyrics, they internalize codes.

This isn’t traditional advertising. It’s cultural aspiration.

When an artist makes certain products part of their story, those products stop being “expensive.”
They become desirable. And that changes everything.

Gourmet stops being elitist. It becomes aspirational-pop.

That opens huge opportunities for:

• Wine brands
• Specialty coffee
• Premium spirits
• Boutique gastronomic experiences

Because culture not ads is now redefining what “premium” means.

And here’s where TWeE grupo comes in.

At TWeE grupo, we help brands and producers understand cultural trends and translate them into actionable strategies. We scout emerging trends, advise on how to redesign offerings, and identify new partnership opportunities, ensuring your brand stays relevant and resonates with the audiences that matter.

If your brand isn’t leveraging the influence of music in how people live, shop, and aspire you’re looking at the market through the rearview mirror.

Let’s change that with TWeE grupo.