BENRIACH
A WHISKY WITH A DIFFERENT STORY TO TELL
- BRAND ARCHITECTURE
- BOLD CRAFT
- CATEGORY DISRUPTION
THE CHALLENGE
A familiar story – a small distillery looking to be reawakened. But this brand relaunch needed to be anything but familiar. We needed to challenge the traditional category codes and launch a fresh new brand to a new kind of single malt drinker.
THE UNFAIR ADVANTAGE
Our neuro-mapping insight platform helped us uncover a powerful consumer truth that reverberated with our new brand truth:
In whisky, as in life, we are the sum of our experiences
From this we crafted a full brand positioning, architecture and global creative platform.
THE SOLUTION
Our creative platform ‘Discover what we’re made of’ told the story of all the eclectic casks that make Benriach wonderfully multi-layered in taste.
Our first brand task was to educate the audience about our flavour story and so we invited them to discover ‘A World Of Flavour’.
In Southpaw we found the perfect partner, who was able to understand the complexity of this new portfolio of single malts. Through great collaboration and their creative vision, we were able to find the right strategic and creative platform to relaunch the brand. Southpaw knew that it was important to appeal to the senses, to bring to life the taste without tasting it and this was achieved through their work with Jonathan Knowles. They have given us a great springboard to reach new audiences – we’re looking forward to the future.
Andrew Watson, Global Marketing Manager
- 62% RISE
- in global sales. Especially significant as global exports of Scotch whisky fell by 23% during the pandemic.
- 418% GROWTH
- in France, one of the key global markets
- USA CRACKED
- in one of the hardest markets to break into. Benriach has sold more volume in the first four months of sales than in the whole of its previous financial year combined
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Benriach: Creating A World of Flavour
We have developed a new creative platform for single malt Benriach, ‘A World of Flavour’ to drive awareness and penetration. In what is a first campaign for this revived single malt brand, we have created a confident, celebratory launch to the whisky world.
