A new whiskey distillery plans to launch its portfolio of products into the US market

Situation: A new to market whiskey distillery is focused on launching its portfolio in key whiskey markets, kicking off with the US market.

Key Challenge: Distillery leadership has a strong ‘build it and they will come’ mindset, with the focus on operational capability and production philosophy.

The Ask: Develop a US launch plan that will showcase the brand’s competitive credentials.

The Solution: Flip the brand building approach from ‘Brand Out’ to ‘Consumer In’ by moving away from functional brand cues to more emotive reasons to establish credibility. A market launch plan was developed built on a clear understanding of the target consumer, their brand adoption ‘triggers’, and associated brand tactics, that aligned the Brand’s approach with the right consumer audience.