WHYTE & MACKAY
SPIRITS / LUXURY GOODS / LIFESTYLE
To change a small independent spirits company with a great heritage and products into a international boutique luxury goods brand.
Invented cost-effective, memorable marketing across the portfolio with best-in-class packaging and lifestyle brand stories that defined new territories within the sector. Created a small internal brand function that co-ordinated and implemented all of the above reporting to and working closely with the board of directors and W&M team to re-launch the brands globally.
The brands’ marketing punched well above its weight; for example, the Jura campaign generated £3m equivalent in free international lifestlye press coverage . Whyte & Mackay regained its crown as the No.1 Scotch in Scotland and The Dalmore pioneered new territory as the Dom Pérignon of Single Malts. Work nominated for Best Portfolio Relaunch 2007 by Whisky Magazine. The Whyte & Mackay Group was sold for £400m profit.