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A passion beyond drinking.
Drinks Industry
Drinks Industry

Passion beyond drinking.

A passion beyond drinking.

Drinks Industry Marketing

The drinks industry marketing has fascinated me ever since I took the time to really appreciate a glass of single malt scotch whisky sat on the shores on Lochindaal on the Isle of Islay near to where my son and I would spend relaxing hours trying to fish.

That passion has never subsided – as a drinker and investor (and one-time beer-brewer and spirit distiller) it’s been fascinating watching the British Isles cement it’s place as a global centre of distilling, brewing, gin production and making increasingly loud noises in the wine market too.

This passion has resulted in working with start-ups, established brands, retail and wholesale and my own projects delivered into the industry.

Below are a number of projects and initiatives undertaken and in progress aimed at supporting and promoting various elements of the industry.

BRAND, PACKAGING, LAUNCH

Private Label Bottlings

Before cask prices went through the roof, private-label bottlings were, in my experience, more common.

The price increases have weeded out those with less cash and left some more serious businesses – however, a challenge still remains.

Private label bottlings still compete with the big brands – as well as the branding of the company who originally distilled the spirit.

This example, for Old Smithy Whisky, took a simple approach which created a unified shelf presence, and played into the interests of the more serious whisky drinker.

DISOVERY, TOURISM, EXPERIENCE

Whisky Finder Mobile App

This self-funded mobile app lists all (or as many as possible) working whisky distilleries in Scotland, England, Ireland and Wales.

The aim is to encourage discover, exploration and to get people to directly support the makers and the communities around them.

DISCOVERY, TOURISM, EXPERIENCE

The Growth of English Whisky

Being English and living bang in the middle of the country, the growth of English whisky is of great interest to me.
This embryonic project will support and promote this increasingly dynamic sector of the drinks industry of which seems to hold weekly surprises (in good ways).

Why not do a project which covers the growth in the Scottish and Irish markets too? Because there’s only so many hours in the day!

SOCIAL CONTENT, SUSTAINABILITY

Sustainable Stories

Sustainable Stories is a series of short insights into the small (and large) steps distilleries are undertaking to make their products and business more sustainable and conscious of the environment they operate in.

Within these, I look for those authentic individuals and businesses who have sustainability within them – whether that’s environmental, social or economical.

Whisky Industry Sustainability
Whisky Industry Sustainability
Whisky Industry Sustainability
Whisky Industry Sustainability
Whisky Industry Sustainability

Are you ready to create SuperFans for your drinks brand?

  • Are you and your team able to clearly and consistently articulate who you are and why you’re so great?
  • Do you suffer from single purchase customers, rather than repeat orders?
  • Do you feel you have a genuine point of difference?

Take our drinks SuperFans scorecard and you can also download our ‘Sustainability and the Drinks Industry’ survey for free.

Whisky Industry Marketing
SOCIAL CONTENT, DISCOVERY 

Explore, Discover, Support campaign

The Explore, Discover, Support campaign was initiated to support the industry and in turn the economies the industry supports – encouraging discover and experience. It came at a time when producers were struggling through Covid restrictions and increased US tariffs too.

Now that Covid-lockdowns are (we hope) coming to an end, the campaign will be resurrected once more.

MARKET RESEARCH

Sustainability and the drinks industry survey

About the time a certain beer brand was being hauled over hot coals for some of their sustainability practices, I put together a survey to find out what whisky buyers really thought of drinks producer’s sustainability credentials and the terminology they used.

The outcome was unsurprisingly sceptical in many respects – and proves that consumers are expecting more, but want clarity and authenticity.

To read the report, please contact me.

Book a free, 30 minute discovery call.

How can we work together to make a real difference to how your business communicates – create a unique voice and really make an impact in the whisky world.