At a glance

William Grant created a new whisky brand designed to appeal to a non-traditional audience of younger, tech-savvy drinkers. With a limited marketing budget, it relied heavily on social media and partnerships to raise awareness and drive sales.

Why it matters

Ailsa Bay whisky defies category norms on several levels, from the way it was created to the way it is marketed. The power of this approach has been evident in the year-on-year doubling of volume sales and the brand’s expansion around the world.


  • Brands need to find a distinct image and voice that enables them to cut through category clichés.
  • Techniques such as (relevant) gamification can increase the length of time people spend with your brand.
  • Give people something to think about and encourage them to make a connection to your work.