Uncensored CMO How Diageo’s Joint Venture will transform Ciroc & Lobos 1707 - Nick Tran
Nov 26, 2025
Nick Tran, CMO and President of First Round, leads the Diageo joint venture for Ciroc and Lobos 1707. He discusses brand reinvention versus continuation and the importance of cultural relevance. Tran emphasizes product innovation, the declining drinking trends, and the evolving role of social media. He highlights the necessity of creating genuine connections rather than relying solely on celebrity endorsements. Additionally, he shares insights on building a personal brand and navigating the complexities of modern marketing in an AI-driven landscape.
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How The Joint Venture Came Together
- Nick Tran describes being brought into the Diageo–Main Street joint venture after the deal was set and given autonomy to build the team.
- He praises Main Street Advisors for leaning in, using celebrity networks, and providing long-term runway to grow brands.
Repositioning Ciroc Around Daytime Leisure
- Ciroc will shift from a nightclub positioning toward an 'athletic club' aesthetic to hit aspirational, casual social moments.
- The move leverages Ciroc's premium French-grape origin to target 25–35s seeking optimized, premium but relaxed occasions.
Trim SKUs And Own A Few Serves
- Simplify SKUs and focus on half a dozen core flavors while using regional launches to make flavors culturally relevant.
- Lock into a handful of signature serves and cocktails that each brand can own to drive repeat demand.