Executive summary
We faced a huge and perennial challenge: how do you recruit millennials into premium whisky, a category younger drinkers had always resisted?
To make it harder we needed to solve it in a way that proved a new launch model in whisky was possible, one more suited to the needs of business today: faster to market, faster to scale, faster to pay back.
So we attempted to break every barrier to entry and defy every convention in the category.
- We forged a business partnership with David Beckham.
- We produced a unique new product: a gentler, sweeter whisky with...