The Glen Grant wanted to reach an audience of 25+ males by getting liquid on lips to drive brand awareness.

Our insights told us that people of this age bracket wanted unique experiences with bragging rights.

We created an educational and alternative whisky tasting – launching ‘The Glen Grant Whisky with Water Bar’ at leading London whisky bar, Millroy’s Spitalfields. This dialled up the fact that the taste of whisky can be intrinsically altered by just one drop of water, allowing us to provide our audience with the ‘in the know’ intel that they seek.

Guests enjoyed a whisky highball on arrival, before being guided through an intimate masterclass with Campari’s whisky expert and brand ambassador. Guests were able to sample The Glen Grant range as well as hand-selected water sources from different regions in the UK to spotlight.

We landed over six pieces of coverage in top-tier lifestyle titles including Secret London and SLMan. Crucially this allowed us to take the brand from beyond the drinks pages and on to the radar of our lifestyle-focused male.

We also had influencers Clerkenwell Boy (300k followers) and Whisky Lates (12k followers) in attendance, with both channels creating engaging IG reels of their experience.