The Glen Grant wanted to raise awareness of its 70YO liquid; Devotion. It was up for auction which offered an opportunity (though simultaneously closed off a reader call-to-action, a barrier).

Devotion was the oldest expression that The Glen Grant had ever released, something we leveraged as a hook.

We built on pre-existing media relations and embargoed conversations, hinting at its forecast momentous price. (It ended up being auctioned for £81,250, a fact we also maximised).

This pitch approach, combined with exclusive imagery, quotes from Master Distiller Dennis Malcom, and limited sampling, meant media were hungry for the story.

Upon its sale, we pushed again with a fresh pitch, driving further pick-up.

We secured coverage in 12 top-tier drinks and consumer lifestyle publications like GQ, Club Oenologique and Drinks Business to name a few. Our final coverage reach was 1.6M – with more to come.