John Dewar & Sons decided that it was finally time to put whisky enthusiasts out of their misery by launching five, long-awaited single malts. Aberfeldy, Aultmore, Craigellachie, Royal Brackla and The Deveron would soon be available in as whiskies in their own right for the first time in generations. Our job was to get the whisky world salivating in anticipation of these malts, and get them to put their names down to be the first to receive them.
So we poured ourselves a dram, and set about hatching how we could bring five unique Malt whiskies to market – the Last Great Malts.
We started by building each whisky a brand expression from scratch, creating five unique voices to connect with five distinct audiences across the globe. Our key target consumers were between LDA-50, across Asia (namely Taiwan) and throughout Europe. With a complicated launch plan, that saw the Malts being released on different dates, our global campaign needed to both intrigue consumers across a considerate time period and across the globe.
As with all good malts, volume is small, and distribution erractic, especially globally. So a single ALT launch would never work.
Instead we created a digital programme that connected malt enthusiasts with specialist stores who wanted to stock these premium brands.
This allowed us to match buyers to stockists at the moment of release. Linking influential drinkers and enthusiasts who drive awareness of the brand to online and real-world purchasing opportunities.
The campaign launched with the Last Great Malts platform which encourages enthusiasts to sign up and ‘make sure the first dram is yours’ as the whiskies are released over time. The programme then introduces each whisky in turn as the expressions are released in a series emails directly from the brand.
In addition to the eCRM campaign, we created the global websites for the Last Great Malts, Aberfeldy, Craigellachie, Aultmore and The Deveron.