haha yeah that is the question lol..I think they should go for comedy or something fresh rather than cool or high end. but they need to show why they're unique!!
Like a cocky guy standing at a bar, turns around and yells at the bartender

Cocky Guy: "Marani Sunrise please" (Marani + OJ + Red Bull)
Bartender: "Coming right up"

Then another guy at the bar looks at him curiously

Other Guy: "Whats a Marani?"
Cocky Guy: *looks at him raises eyebrow / smirks* "Oh, only the best god damn vodka East of the river, crafted in a pristine ararat valley triple distilled 25 times, with skim milk, AND honey, to get the honeys" (In Epic Meal Time Voice/Style)

Other Guy: *intrigued face* "oh"

Cocky Guy grabs his drink from the bartender and walks away and suddenly a hot girl appears next to him.

Cocky Guy: "Guy doesn't even know about Marani Vodka, what a moroni" (Stiffler Style)

haha somewhere along those lines, cheap to produce, delivers the punchline!!

Just my crazy imagination