First Round Collective, a new cultural strategy and creative leadership house, launched with a mission to accelerate how spirits brands earn relevance.

Formed through a joint venture between Diageo and Main Street Advisors (MSA), FRC unites Diageo’s global brand-building strength with MSA’s deep influence in media, music, entertainment, and professional sports. The result is a dynamic creative engine designed to move with cultural velocity.

First Round Collective operates with an impact-first philosophy — leading with breakthrough experiences and strategic partnerships amplified by earned media, and scaling momentum with precise, data-led paid media. The company is built for a world where attention shifts fast, and brands must compete by staying culturally alive.

Leading the charge is Nick Tran, former Global Head of Marketing at TikTok and now President and Chief Marketing Officer of FRC. Tran oversees a specialized team engineered for speed, creativity, and cultural fluency.

“Culture never sits still, and neither do we,” Tran said in a news release. “First Round Collective exists to create moments and make brands feel unmistakably present in those moments. And unforgettable long after they pass.”

First Round Collective is already unveiling new creative platforms for CÎROC and Lobos 1707:

Lobos 1707 Tequila & Mezcal

For Lobos 1707, FRC debuts Premium West — a modern, design-forward expression of the West as a mindset. Rooted in sophistication, craftsmanship, and cultural authenticity, Premium West positions Lobos at the intersection of exploration, creativity, and contemporary luxury.

Founded by Diego Osorio, Lobos 1707 reflects his vision of combining heritage, artistry, and a bold spirit for exploration. At its core is the brand’s hallmark Pedro Ximénez (PX) sherry cask finish, an old-world technique that imparts unmistakable depth and character to every expression. Premium West comes to life through elevated, high-touch moments — including a winter Aspen takeover with Kemo Sabe, which will serve as the launch of a founder-led advocacy and educational tour designed to deepen trade understanding and champion the craft behind each expression. Additional milestones include presence at the National Rodeo Finals and curated creator storytelling that amplifies Lobos 1707’s heritage and distinctive point of view.

CÎROC

FRC introduces the CÎROC Athletic Club — a refined lifestyle platform where leisure sport, culinary excellence, and fashion converge. Debuting with an elevated pickleball experience in New York City, the Athletic Club creates polished, social-first moments for today’s leisure-minded consumer.

Rooted in CÎROC’s heritage — crafted from fine French grapes — the Athletic Club channels the brand’s signature elegance into motion, translating its distinct, wine-level pedigree into a modern expression of sport and style.

Across both brands, FRC is delivering revitalized creative direction, a modern visual identity, and an integrated communications ecosystem across social, web, and LinkedIn.

Graphic courtesy of Pixabay/Geralt

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About First Round Collective

First Round Collective (FRC) is a creative leadership and cultural strategy house built for the next era of brand building. Based in New York City, FRC brings together strategy, creative, experiential, partnerships, and social under one culturally fluent team designed to move with the speed of culture.