Opening the door to a new generation of whisky drinkers

Take whisky off the shelf and into culture. A new serve-led strategy, identity, & activation in global cities going to where non-whisky drinkers from irreverent luxury already were. All created in collaboration with those in the culture we were targeting.

+5 from 7th to 2nd best selling variant  13.1% sampling to purchase (vs average 11.6%)
+35% sales increase with 41% increase in gross profit
Catalyst for total trademark transformation