The product positioning, quality and packaging design all informed the approach we took to launch the whiskey. Leveraging its unique qualities, we engaged whiskey enthusiasts, drinks media and industry connoisseurs with a range of experiential and media relations tactics.
An intimate tasting event was co-ordinated in the distillery, featuring a high-end canapé menu designed by SuperValu ambassador Kevin Dundon that complemented the tasting notes of the spirit; premium printed invitations and goodybags were created which elevated design attributes of the product packaging and the golden colour of the liquor.
This activity was further enhanced with a series of media partnerships which attracted the premium niche target audience.