Our challenges departed basically from the remoteness of our product with people, since such a popular country like Colombia (South America), Whiskey is a distant product and seen mainly as a luxury for the great majority.

With this action we should sell 120,000 bottles of Something Special Whisky.

Our staring point was to take the risk to get inside with a product totally distant and foreign to the most regional and popular aspects of Colombia, its Carnivals and regional parties.

Then, we thought that if we wanted to approach the people, the first thing we had to do was to allow them to get close to us. So, we basically built the labels inspired by people's experiences at these carnivals and parties.

The success of our idea was:

1) Take the risk by entering the most traditional parties of the country with a non popular-traditional product.

2) By nature, aguardiente is the most popular drink of the country by tradition, but none of the liquors from the category had actively taken into account the consumer like we did.

3) Dress our Scottish product as an authentic Colombian.