HOW TO GROW A BRAND THAT'S NOT FOR EVERYONE

work-frame
Guy & Co work
Guy & Co work
Guy & Co work
Guy & Co work

Big challenge

Smokehead Islay Single Malt Scotch Whisky had attracted a loyal but small following since its launch in 2006.

In late 2017 we were appointed to globally relaunch the brand and help achieve its ambitious global sales targets.


Great thinking

We took Smokehead’s bold attitude and created a polarising positioning – ‘Not for everyone’.

We unleashed this right across the global brand, including new expressions, edgy content and events, bold POS and highly nickable merchandise.


The results

Distribution and sales have grown year on year since 2017, with volume sales currently tracking upwards of 50%.

Our latest new expression, Rum Riot, won Best Drinks Launch at the Travel Retail Awards 2019 in Cannes.

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