Segmenting the whiskey category

The Situation: A super premium whiskey brand wants to re-calibrate its current position in the US market in order to strengthen its luxury credentials and deliver enhanced operating margins.

The Challenge: The brand has low brand awareness and is not from an established whisky producing country.

The Ask: How to reconfigure the current market budget to elevate brand saliency with a universe of consumers who actively engage with luxury forward brands?.

The Solution: Structure a brand plan based on lessons learned from established luxury brands in the world of apparel, travel, and fragrances. Integral to the final plan was ensuring that all elements; PR, partnerships, events, and brand visibility, worked synergistically in order to elevate brand relevance among luxury whisky consumers.