We worked on two key concepts: Exclusivity (restricted access) and Super Quality (the bottle and label imitate the sample bottles of master blenders). The formality of the communications had to reinforce these attributes.The high-class catering channel first received the case containing the bottle under lock and key and, a few days later, the sales network delivered the box to them with the key to access the product.Individual consumers (recommended by catering) received, from the catering channel, a bottle under lock and key, and a few days later they received the key at their home, together with product information highlighting its positioning.

We reached 215 'high level' establishment managers, who 'introduced' us to 428 potential malt whisky customers.It generated a great deal of recognition in the distribution channel, which became very much involved in the 'Member Get Member'. It generated a great deal of expectation among the target and encouraged product trial in the channel and among potential customers.