William Grant & Sons

The brief

Create a strategy for a scalable blended whisky, with differentiated product features, that can compete with other mainstream whiskies.

Assess positioning territories, core insights, story elements.

Evaluate pack designs.

Examine pack hierarchies and messaging.

Analyse alternative names.

Build a portrait of customer profiles.

Deep dive Semiotics into emerging codes of Masculinity in US among sub cultures.

Semiotic deep dive into whisky and bourbon residual, dominant, emerging packaging cues.

This informed the pack designs.

Consumer research in US, Thailand.

Mix of ages, spirits drinkers, mix of scotch adoption, mix of motivation types.

Ongoing development.