Arak is a traditional Levantine unsweetened distilled spirit. Customarily mixed with water only and consumed during Sunday lunches in a family setting. Due to it’s strong anise flavor and it’s typical context of PG-13 family lunches, it was losing popularity amongst the young adult drinkers. We did not want Arak to be left behind, so we started the “Remix tradition” initiative for our client Ksarak. The Lebanese love to take elements from their heritage and tradition into their modern-day and make it their own. We called on mixologists to create arak based cocktails and used to campaign to have an important conversation about retaining our collective identity by bringing our culture and heritage into the future with us.
