William Grant’s data-driven distillery attracts a new whisky drinker

Brian Carruthers

Looks at how distiller William Grant created and marketed a new whisky brand.

“This is going to freak out the whisky traditionalists,” was the initial verdict when a recent marketing campaign was proposed at William Grant & Sons. And how!  The notion of a data-driven distillery – and the marketing behind the new Ailsa Bay brand – is about as far removed from the “heather, leather and weather” image long-favoured by Scottish whiskies as one can imagine.  

But it was vital to get away from that traditional approach if the brand was to achieve any cut through with the planned target market of tech-savvy millennials.  

“It’s really about understanding needs states,...

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