The Glenrothes was launched on the Spanish market looking to position itself as "The most exclusive of the already exclusive Scottish whiskies", in terms of price, quality and presentation.We carried out a two-stage strategy:An introduction in the catering channel, but only and exclusively in establishments of the highest level. They also acted as prescribers for individual consumers, supplying us with the details of their best whisky consumer customers.Launch to individual consumers (customers of the above, men between the ages of 35 and 44, upper class and occasional consumers of quality whisky), encouraging them to try the product.

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.