AN ASPIRATIONAL WHISKY BRAND POSITIONING TO CAPITALISE ON CHINESE MARKET GROWTH
With super premium whisky experiencing high growth in the Far East, notably China, our former blue-chip whisky client challenged us to develop an aspirational new brand which could flex across bottlings of rare, cask strength single malts.
Using rapid consumer testing, we were able to de-risk failure to launch and go to market at pace.
Planning insights from the US, UK and Asian markets drove the development of a unique and compelling brand proposition – ‘united by our passion of discovering exceptional malts’.
Creative testing and development led us to ‘The Whisky Illuminati’. Inspired by hidden treasures in old distillery vaults, we imbued the brand with an exclusive society feel, which scored highly amongst target consumers for purchase intent. Packaging was adorned with hand-crafted notes, embellishments, and a logo mimicking a society crest, to fit the super premium positioning of £250 RRP.
Creating a lucrative e-commerce platform, the website (still to launch) will allow customers to access a ‘members’ vault’, with exclusive tastings and pre-releases.
Prior to launch, all 1,200 bottles from the first bottling, ‘The Candlelight Series’ have already been pre-sold to Chinese buyers.