The brief

My client had an ambition to re-invent the existing sales process for some of its most prestigious products. Selling casks of whisky is not done overnight, and much care and attention is taken to ensure the right product meets the right distributors and ultimately the consumer need.

The team had a vision to introduce newly-available casks to customers at a luxury experience at its coveted brand home.

The work

I partnered with the marketing team to curate the end-to-end showcase experience. The work included:

• Overall management of event logistics, both in the lead up and at the event itself

• Creating relevant assets including printed and digital invitations, tasting booklets and menus

• Working with Brand Ambassadors to curate a fully themed tasting extravaganza, complete with food pairings

• Collaborating with a creative storytelling agency to bring the heritage of this historic brand to life with an interactive musical performance

• Ensuring room aesthetics were in line with the brand identity and leveraged the experience

• Briefing key spokespeople to ensure roles and responsibilities were clear

• Hosting valued customers to ensure their experience met high expectations

• Writing wrap-up communications to share on communications channels post event

The result

Travelling from China, Canada, Switzerland, France and more, 44 valued customers and partners were welcomed to the brand home for a unique Whisky tasting and brand building experience.

By day, guests set off on a whisky adventure, exploring tasting rooms spanning the buildings. Categorised into four chapters, nearly 150 exquisite whiskies from the extensive collection were available to sample.

By night, guest were welcomed to a drinks reception where a highly anticipated release was unveiled to a captive audience. An exceptional dinner was then served in the Cellar, complemented by expertly-paired wines and whiskies, as well as a charming performance by storytellers, Embers Collective.

Commercial conversations were then able to take place on the backdrop of this unique and informative experience, revolutionising the previous process.