Glen GrantWe ORGANISED THE GLOBAL LAUNCH OF GLEN GRANT’S NEW WHISKIES

What we did

We hosted an intimate food and whisky tasting banquet for VIP Media and influencers at with Dennis Malcolm (Master Distiller) and celebrity chef, Tom Kitchin.

We developed a creative platform for international markets to launch three new premium single malt whiskies which would be the first to use a new, contemporary logo and brand identity.

With markets in charge of their own local launch activities, we created a strategy and assets that would:

  • Deliver an innovative and exciting launch for the new Glen Grant variants (12YO, 12YO NCF and 18YO)
  • Build buzz and word of mouth and drive trial amongst influencers, the trade and wider UK consumers
  • Highlight the brand’s heritage and what the new products bring to a crowded whisky market

This would all need to be created as a launch template for international markets to follow.

What we did

We hosted an intimate food and whisky tasting banquet for VIP Media and influencers at Mac & Wild with Dennis Malcolm (Master Distiller) and celebrity chef, Tom Kitchin.

As guests arrived they were greeted by a specially made Glen Grant cocktail and introduced to Dennis – the driving force behind the new variants.

We opened the evening with a Glen Grant brand video that we had created to reflect the new brand identity.

Each whisky was paired with a bespoke food course, with Tom Kitchin producing a delicious four course Scottish menu.

Following the event the menu was photographed by our in-house photographer and all assets (toolkit, 2x videos, photography, menu & recipes) were delivered to international markets to begin their own outreach.

113052143113,052,143 media reach
8787 pieces of earned media coverage over 2 months
2020 trade media and influencers attended launch