The Famous Grouse - Small guys have to think big for long term success

In 1996 Famous Grouse whisky, the UK distiller, was facing a crowded and competitive market, characterised by a 36% drop in volume sales over 16 years, a declining number of whisky drinkers, and mature consumer demographic.
Agency: Abbott Mead Vickers.BBDO/ROI ConsultingAuthors: Andrew Barnett, Michael Davidson, Sam Dias and Jane Dorsett

The Famous Grouse – Small guys have to think big for long term success

SUMMARY

This is the story of a small brand that had to think big to succeed....