The Glenrothes Honesty Bar.

Where honesty is the best policy...

CHALLENGE.

Engage a millennial-mindset audience (whisky connoisseurs and novices alike) around the launch of The Glenrothes’ new Soleo Collection – six single malt whiskies, aged in 100% sherry seasoned oak casks. Drive coverage for the new range, while reflecting the brand’s ethos of honesty, transparency and authenticity.

OUR APPROACH.

Launching “The Glenrothes Honesty Bar” for one night only – a place where guests enjoyed cocktails and drams from the Soleo Collection, without a price list in sight; they were encouraged to pay for what they thought their experience was worth, honestly, linking back to the brand’s core values. The evening comprised a whisky masterclass exclusively for media and trade customers, followed by two separate consumer sessions for all (consumers, media, influencers and trade customers).

In addition, driving awareness of the event through a partnership with The Nudge and a London-focused listings sell-in.

IMPACT.

18 trade & consumer media attendees

83 consumer tickets sold – with all tickets sold out within 11 minutes of partnership promotion in The Nudge

14 pieces of listings coverage

5M media reach