William Grant & Sons

William&Grant&&&Sons&–&EVOLVING&THE&AMBASSADOR&MODEL&
June%5th%2016%
©"2016"David"O’Higgins"

The"Road"Less"Travelled"–"New"WG"Brand"Ambassador"Model%
Voice%–%Human%Principles%
William%Grant%&%Sons%–%EVOLVING%THE%AMBASSADOR%MODEL%
Gestalt&=&An&organized&whole&that&is&perceived&as&more&than&the&sum&of&its&parts&
I%haven’t%seen%the%current%template%so%I’m%shooting%in%the%dark%here.%Nevertheless%I%think%the%
whole%point%of%having%such%a%corporate%initiative%is%to%excite%and%motivate%employees%and%
ultimately%consumers%as%to%the%potential%nature%of%William%Grant’s%social,%cultural%and%economic%
contribution%to%the%world.%The%new%ambassador%model%should%also%throw%down%the%gauntlet%to%
competitors%in%terms%of%innovation%and%heightened%standards%of%excellence.%

William Grant & Sons
Fall 2017

Your&only&the&crazy&one&if&you&are&the&Kirst&one&to&do&it&
A%good%way%to%evolve%the%model%is%to%originate%unconventional%ways%of%seeing%conventional%
industry%thinking,%then%build%viable%brand,%marketing%and%business%development%possibilities%
around%those%perspectives.%I’ve%put%some%ideas%together%regarding%the%issues%you%raised%and%
framed%them%as%facets%of%a%new%ambassador%archetype%–%facets%which%explore%the%potentiality%of%
the%William%Grant%phenomenon%when%its%future%is%anticipated%from%the%outside%looking%in.%%
All%of%the%scenarios%alluded%to%in%the%following%pages%can%be%realized.%Bringing%the%proposed%%
model%to%fruition%however%should%be%the%task%of%William%Grant’s%Chief%Innovation%OfWicer%
and%his%or%her%team.%

Food&for&thought&–&A&recent&brochure&for&the&Absolut&Company&

Grants%
The$Next$Genera,on$
Zero$G$
Weightless%Exclusivity%
Developing&the&portfolio&&
With%the%exception%of%HENDRICKS%and%the%above%example,%all%the%ideas%contained%herein%exclude%
William%Grant%products.%This%is%because%the%suggested%new%ambassador%model%is%designed%to%
elevate%the%William%Grant%corporate%brand%as%an%exciting,%progressive%and%culturally%relevant%
encompassment%–%a%gestalt%element%whose%proposed%differentiating%qualities%will%migrate%
organically%to%inWluence%the%development%of%all%the%components%contained%within%its%realm.%%%
Off%–Earth%Duty%Free%for%Space%Travelers%
Commercial%Space%Travel%will%Be%A%Reality%In%Less%Than%10%Years%

William%Grant%&%Sons%–%New%Ambassador%Model%
The%Road%Less%Travelled%
AMBASSADOR&MODEL&CONCEPT&&
Facets%
1  Essence%
2  Positioning%
3  DiversiWication%%
4  Multiculturalism%
5  Distribution%
6  Politics%
7  Penetration%
8%%%%%%%Investment%

William"Grant"&"Sons"–"Evolving"the"Ambassador"Model%
1.&ESSENCE&

1.&ESSENCE&–&MISSION%&
To&create&preference&through&differentiation&
Preference%creates%demand.%
•  There%are%millions%of%MP3%players%–%Only%one%IPOD.%
•  There%are%thousands%of%airlines%–%Only%one%Virgin.%%
•  There%are%hundreds%of%stout%beers%–%Only%one%Guinness.%
.%

1.&ESSENCE&–&PURPOSE&&
To&convey&a&compelling&message&with&a&singular&voice&in&a&universal&language&
•  Compelling%Message%–%Shared%Value.%%
•  Singular%Voice%–%Human%Qualities.%
•  Universal%Language%–%Good%Design.%%
W G

1.&ESSENCE&–&PURPOSE&–&COMPELLING&MESSAGE&
Shared&value&
To%create%wealth%and%worth%for%William%Grant%employees,%the%William%Grant%Company,%and%society%
as%a%whole.%%
Fortitude
Whisky%with%Ice%–%Race%to%the%Pole%
Parity
Florae%–%Whisky%for%Women%
Enlightenment
Girvan%Book%Festival%
Wellness
Alcohol%Intake%Tracking%

1.&ESSENCE&–&PURPOSE&–&SINGULAR&VOICE&
Human&qualities&
I’m%going%to%suggest%replacing%the%Wive%inwardly%facing%William%Grant%corporate%values%or%
directives%with%three%new%outwardly%facing%human%qualities.%%
•  Existing"Values"–%Pride%–%Responsibility%–%Professionalism%–%Entrepreneurialism.%
•  New"Qualities"–%Ingenuity%–%Intimacy%–%Idiosyncrasy.%%

Human%qualities%–%Ingenuity&
Throughout%history%the%Scottish%people%have%demonstrated%an%innate%inventiveness.%From%Watt,%to%
Telford%to%William%Grant%himself,%all%have%worked%and%innovated%to%better%the%human%experience.%%

Human%Qualities%–%Ingenuity&–&Hendricks&Botanicum&
And%so%it%is%with%William%Grant,%an%enterprise%whose%purpose,%beyond%the%fulWillment%of%its%
commercial%needs,%is%to%create%fresh%visceral,%emotional%and%spiritual%pleasures%for%men%and%
women%everywhere,%at%any%time%and%in%any%place.%%
H E N D R I C K S
Botanicum
Edinburgh . New York . Los Angeles
Elixirs . Tonics . Infusions

H E N D R I C K S
Botanicum

Human%Qualities%–%Intimacy&
Since%ancient%times,%the%storytelling%traditions%of%the%Celtic%and%Gaelic%peoples%have%served%to%keep%
their%histories%and%identities%alive.%No%doubt,%said%tales%were%often%exchanged%by%the%light%of%the%
moon%and%the%camp%Wire.%Today,%we%all%continue%the%tradition%in%as%much%as%we%love%to%converse%
with%friends,%whilst%gazing%into%the%Wlames%with%a%good%whisky%in%hand.%

Girvan%Book%Festival%
Human%Qualities%–%Intimacy&–&Girvan&Book&Festival&
Storytelling%is%an%act%of%social%intimacy%that%is%of%great%signiWicance%to%Scottish%and%Irish%cultures.%
Whisky%is%the%perfect%accompaniment%and%indeed%catalyst%for%such%an%act.%It%is%only%logical%
therefore%to%propose%the%idea%of%intimacy%in%this%context%as%a%basic%William%Grant%brand%
characteristic%and%guide%to%possible%future%consumer%interactions%such%as%a%book%festival%–%a%
Scottish%equivalent%of%the%internationally%renowned%HaybonbWye%book%festival.&

Human%Qualities%–%Idiosyncrasy&
Paul%Smith%has%managed%to%create%an%enchanting%fashion%brand%that%blends%British%traditionalism%
with%a%modernist%sensibility%and%a%distinct%aura%of%his%own%English%idiosyncrasy.%%

Human%qualities%–%Idiosyncrasy&–&Brand&spirit&
BeWitting%then,%for%William%Grant%to%apply%the%Paul%Smith%way%of%being%and%doing%as%a%means%to%
express%the%richness%of%its%corporate%persona.%

Human%qualities%–%Idiosyncrasy&–&Ghost&Hunter&Distillery&–&Brooklyn&
Scottish%Scotch?%American%whisky?%This%enduring%confusion%and%source%of%debate%amongst%whisky%
aWicionados%has%prompted%William%Grant%to%encourage%people%to%determine%the%difference%for%
themselves,%bearing%in%mind%that%technically,%the%word%‘Scotch’%is%an%abbreviation%of%‘Scottish’%and%
therefore%used%incorrectly%in%reference%to%whisky.%You%have%Scottish%whisky%and%you%have%
American%whisky%–%end%of%story.%%
Scottish AmericanAmerican Scottish

Scottish American American Scottish
Human%qualities%–%Idiosyncrasy&–&Ghost&Catcher&Distillery&–&Girvan&
Nevertheless,%William%Grant%and%American%distillers%have%combined%their%artisanal%expertise%to%
create%a%ScottishbAmerican%and%an%AmericanbScottish%whisky,%each%with%a%Wlavor%accent%that%plays%
to%its%respective%homeland%–%the%idea%being,%to%help%people%appreciate%the%subtle%nuances%in%taste%
between%the%two%variances%of%‘liquid%sunshine.’&

1.&ESSENCE&–&PURPOSE&–&UNIVERSAL&LANGUAGE&
Good&design&
In%most%cases,%the%integrity%of%a%company%can%be%evaluated%by%the%standards%of%design%excellence%
and%innovation%inherent%in%the%products%they%make.%Good%design%goes%beyond%borders%to%
differentiate%companies%in%culturally%magnetic%ways%and%creates%consumer%preference%on%a%global%
scale.%Good%design%speaks%to%all.%

2.&POSITIONING&

2.&POSITIONING&–&LIFE&ENHANCER&
Modern%life%is%so%fast%we%miss%most%of%it.%William%Grant%should%be%represented%as%a%dimension%of%
life’s%quality.%Today,%the%real%existential%luxuries%are%personal%time%and%space.%Let%William%Grant%
help%people%to%create%these%luxuries%for%themselves.%Slow%down,%savor%William%Grant%products,%
reWlect,%and%love%life.%
S l o w D o w n . L o v e L i f e

S l o w D o w n . L o v e L i f e

2.&POSITIONING&–&CHAMPION&OF&CHAMPIONS&
Nowadays,%the%passivity%of%consumers%has%been%superseded%by%a%desire%on%their%part%to%fulWill%their%
own%ambitions%and%express%their%own%ideas.%Selfbactualization%and%the%role%companies%can%play%in%
empowering%people%to%achieve%this%higher%condition%of%being%is%an%important%consideration%when%
creating%a%strategy%for%growth.%I%have%included%some%examples%of%how%William%Grant%might%do%this.%

Helping&to&create&a&truly&civilized&global&society&
Whisky%is%targeted%at%men.%Many%women%may%drink%whisky%but%whisky%is%deWinitely%aimed%at%men.%
This%is%the%implicit%alcohol%beverage%industry%mindset.%William%Grant%can%disrupt%this%way%of%
thinking%to%its%advantage.%The%Census%Bureau%has%projected%that%one%billion%women%will%enter%the%
global%workforce%within%the%next%decade.%More%women%will%be%doing%the%highbstress%things%that%
men%traditionally%used%to%do,%in%all%walks%of%professional%life,%only%better.%So%why%not%whisky%
consumption?%God%knows%they’re%going%to%need%it,%especially%if%their%whisky%of%choice%actually%
contributes%Winancially%to%the%establishment%of%global%gender%parity.%

Florae&–&Single&malt&whisky&range&for&women&&&
Now%is%the%time%to%create%a%whisky%for%women.%Of%course,%said%whisky%won’t%say%‘for%women’%on%the%
label,%the%marketing%will%do%that.%This%scenario%presents%an%opportunity%for%William%Grant%to%not%
only%create%a%massive%new%market%and%mindset,%but%more%importantly,%to%originate%a%new%and%
inWluential%set%of%brand%champions,%namely%professional%women.%
Incidentally,%a%signiWicant%part%of%Florae%proWits%will%go%to%the%advancement%of%women’s%healthcare%
and%education%in%the%third%world%–%Talk%about%building%female%consumer%preference.%
Florae

W G
C l o u d b e r r y
Single%Malt%Whisky%%
Cloudberry%
Highland%Herb%Accentuation%
Product%of%Scotland%

W G
M e a d o w s w e e t
Meadowsweet%

W G
W i l d H o n e y s u c k l e
Wild%Honeysuckle%%

The&champions&
Female%entrepreneurs,%adventurers,%pioneers,%and%free%thinkers%abound%in%the%modern%world.%
These%nascent%consumers%of,%and%advocates%for%the%Florae%brand%will%reinforce%William%Grant’s%
association%with%the%culturally%magnetic%social%issue%of%gender%equality.%–%In%other%words,%PR%gold%
dust%that%will%stimulate%proWitability%for%the%company%until%universal%gender%parity%is%established,%
and%that%wont%be%for%years.%

2.&POSITIONING&–&NURTURER&
William%Grant%was%an%inventor,%so%its%appropriate%then%for%the%William%Grant%Company%to%help%
inventors%everywhere%get%their%projects%noticed,%funded%and%realized.%%How%about%a%national%
competition%along%these%lines?%The%‘Hoots%Mon,%it’s%a%Beauty’%contest%for%example.%
Hoots Mon – It’s a Beauty !

3.&DIVERSIFICATION&

3.&DIVERSIFICATION&–&EXPRESSING&THE&BRAND&WITH&A&NEW&ELOQUENCE&
The%idea%of%whisky%is%complex%and%enigmatic%so%it%requires%means%of%expression%and%interfaces%
that%convey%the%subtle%essence%of%said%notion.%Bars,%liquor%stores%and%internet%ads%just%don’t%make%
the%cut.%If%William%Grant%is%going%to%connect%with%tomorrow’s%quixotic%selfbobsessed%consumer%its%
going%to%have%Wind%original%ways%to%do%so.%
William Grant Brand Phenomena

Miami Basel 2017

W G
London . Edinburgh . New York
3.&DIVERSIFICATION&–&MEN’S&FASHION&
Modern&prestige&
A%fresh%connection%to%a%new%generation%of%male%consumers.%
Whisky&&&Fashion&
•  Style%&%Taste.%
•  Design%&%Texture.%
•  Tradition%&%Modernity.%
•  Craftsmanship%&%Innovation.%

3.&DIVERSIFICATION&–&MEN’S&FASHION&ACCESSORIES&
Modern&exclusivity&
A%means%to%brand%renewal.%

W G
3.&DIVERSIFICATION&–&WOMEN’S&FASHION&
Modern&prestige&
A%fresh%connection%to%a%new%generation%of%female%consumers.%
Whisky&&&Fashion&
•  Style%&%Taste.%
•  Design%&%Texture.%
•  Tradition%&%Modernity.%
•  Craftsmanship%&%Innovation.%

W G
W GLondon . Edinburgh . New York
3.&DIVERSIFICATION&–&WOMEN’S&FASHION&
Modern&exclusivity&
A%means%to%brand%renewal.%

William Grant Glassware
3.&DIVERSIFICATION&–&GLASSWARE&
Modern&prestige&
Its%not%just%about%the%liquor.%Today,%packaging%is%a%key%inWluencer%with%regard%to%consumer%
preference%and%purchasing%decisions.%Bottle%design%innovation%is%important.%Glass%plays%an%
important%role%in%the%alcohol%beverage%industry%so,%a%natural%product%line%extension%is%glassware.%
Amazon%is%selling%lowbend%ownbbrand%porcelain,%why%can’t%William%Grant%offer%highbend%ownb
brand%glassware?%

4.&MULTICULTURALISM&

4.&MULTICULTURALISM&–&DON’T&THROW&THE&BABY&OUT&
Back%in%the%nineties,%British%Airways%spent%millions%of%dollars%on%a%rebranding%exercise%based%on%a%
corporate%desire%to%be%perceived%as%a%multibcultural%organization.%The%exercise%failed%in%
spectacular%fashion.%Since%then,%many%Western%leaders%have%openly%conceded%that%the%modern%
European%political%experiment%in%multiculturalism%has%also%collapsed.%
Trying%to%be%all%things%to%all%people%is%a%fruitless%exercise%at%best.%Nevertheless%there%is%always%
pressure%for%companies%to%diversify%their,%products,%services%and%organizations%in%order%to%increase%
market%share.%As%previously%mentioned,%the%answer%is%to%communicate%a%compelling%message%with%
a%singular%voice%in%a%universal%language.%

4.&MULTICULTURALISM&–&WHISKY&WITH&ICE&
Race&to&the&Pole&
Climbing%Mt.%Everest%is%now%the%sport%of%kings,%or%rather%internet%billionaires,%and%the%ISS%is%
operated%by%multibethnic,%mixedbgender%crews.%Why%not%use%these%two%realities%as%inspiration%to%
create%a%new%multibethnic,%mixedbgender%adventurebbased%competition%–%one%that%plays%to%the%
heritage%of%the%William%Grant%brand.%Most%polar%explorers%have%resorted%to%whisky%as%a%heartb
warming%tonic%when%the%going%on%their%expeditions%got%tough.%
Introducing%Whisky%with%Ice,%the%William%Grant%sponsored%race%to%the%North%Pole%where%every%
participant%is%allowed%a%one%shot%ration%a%day,%providing%that%said%intake%is%accompanied%by%a%
philosophical%cultural%perspective,%to%camera,%on%the%human%condition%in%extremis.%
Whisky With Ice
Race to the Pole

5.&DISTRIBUTION&

5.&DISTRIBUTION&–&WIN&THE&MONOPOPLY&GAME&
Once%upon%a%time%there%were%eleven%distributors.%Now%there%are%two.%Well%that’s%a%monopoly,%and%
monopolies%are%designed%to%be%broken.%The%question%is,%can%William%Grant%do%the%breaking?%Think%
of%the%opportunity%within%the%difWiculty%before%you%close%this%one%down.%
Talk%to%FEDbEX.%They%have%the%logistics%and%distribution%capabilities%you%need.%William%Grant%has%
the%business%growth%opportunity%they%need.%Obviously%FEDbEX%isn’t%going%to%get%involved%with%
alcohol%distribution%directly,%so%you%and%they%would%need%to%create%a%new%entity.%Let’s%call%it%VOOM.%
Set%VOOM%up%as%you%would%any%alcohol%distributor%and%then%apply%VOOM’S%imported%knowbhow%to%
run%the%operation.%Start%with%one%hub.%Identify%the%outlets%within%the%hub’s%vicinity,%create%and%
VOOMbbrand%a%preferred%list%of%outlet%partners,%and%off%you%go.%Think%of%the%control,%the%freedom%
and%the%proWit%you’ll%create%by%such%a%move.%
VOOM . COM

6.&POLITICS&

6.&POLITICS&–&SIDES&OF&THE&COIN&
Marketing%and%sales%departments%have%always%hated%each%other,%and%I’ve%never%seen%the%logic%in%
this%predicament.%Both%are%dependent%upon%each%other%for%their%existence.%It’s%the%same%situation%
with%the%shortbterm%tactical%hindsight%driven%cats%and%the%longbterm%strategic%foresight%motivated%
dogs.%They%cannot%exist%without%each%other.%The%answer%then%is%for%marketing%to%build%an%
argument%for%the%necessity%of%sales%and%vice%versa.%Both%need%to%experience%each%other’s%worlds%in%
order%to%get%to%the%same%‘yes.’%
MARKETING
Important
Tomorrow
Long-term
Strategic
Sexy
Idealistic
SALES
Urgent
Today
Short-term
Tactical
Not Sexy
Practical

7.&PENETRATION&

7.&PENETRATION&–&DO&PERU&
From%a%Latino%perspective,%the%alcohol%beverage%market%is%awash%with%tequila,%rum%and%even%pisco.%
Chicha?%Not%so%much.%Nevertheless%chicha%is%enormously%popular%in%many%south%American%
countries,%especially%Peru.%
So%here’s%the%plan.%Create%a%delicious%chicha,%package%and%brand%it%beautifully%–%let’s%call%it%Nazcan.%
Build%a%nonbcheesy%story%around%Nazcan%–%one%embracing%ancient%myth,%romance%and%adventure.%%
Distribute%Nazcan%in%limited%quantities%to%Latino%bars%and%restaurants%in%Lima%and%then%southern%
California.%Give%the%brand%time%to%ferment%a%buzz%through%word%of%mouth%in%the%Hispanic%
community,%then%release%chicha%to%upbmarket%hotels.%Voila,%some%Latino%market%penetration.%%
Restrict%the%supply%–%create%demand.%

8.&INVESTMENT&

8.&INVESTMENT&–&THE&NEW&GOLD&RUSH&&
PWC%has%dubbed%it%the%new%health%economy.%Whatever%you%call%it,%the%global%healthcare%market%is%
worth%an%estimated%U.S.%$9.59%trillion,%and%is%expected%to%grow%as%the%levels%of%chronic%addictionb
related%health%issues,%such%as%obesity,%diabetes,%and%cancer%increase%worldwide.%Of%course,%this%
business%reality%has%not%been%lost%on%the%private%sector.%

8.&INVESTMENT&–&THE&NEW&DIVERSIFICATION&
Think&different&–&Do&different&&
Of%the%current%Fortune%500%companies,%38%have%a%major%stake%in%healthcare.%24%of%those%are%new%
entrants.%Some%well%known%consumerbfocused%brands%are%also%expanding%their%offerings.%Ford%is%
developing%services%for%managing%chronic%health%conditions,%Time%Warner%is%partnering%with%
Cleveland%Clinic%to%advance%virtual%checkbups%and%many%of%Samsung’s%smartbphones%now%include%
heartbrate%monitors.%And%Nestle%Health%Science%has%acquired%companies%specializing%in%clinical%
nutritional%products%to%reinforce%its%position%in%the%growing%‘specialized%nutrition’%market.%%

8.&INVESTMENT&–&&THE&NEW&LATERAL&THINKING&
The&healthcare&game&
Nintendo%recently%announced%that%it%had%plans%to%expand%into%health%products%and%services%geared%
towards%improving%quality%of%life.%According%to%the%company’s%CEO,%Satoru%Iwata,%Nintendo%wants%
to%“create%an%environment%in%which%more%people%are%conscious%about%their%health,”%and%I%presume,%
increase%the%company’s%user%base%at%the%same%time.%It%seems%that%almost%any%corporation,%with%a%
reasonable%degree%of%lateral%thinking%can%justify%their%entry%into%the%healthcare,%or%should%I%say%
wellness%market?%William%Grant%is%no%exception.%

8.&INVESTMENT&–&DRINK&RESPONSIBLY&
Walking&the&talk&
This%is%your%point%of%entry%into%the%new%health%economy.%All%alcohol%beverages%must%carry%health%
warnings,%and%that’s%as%far%as%most,%if%not%all%manufacturers%of%said%products%go%to%ensure%the%
health%of%their%consumers.%The%industry%mindset%is%that%any%action%beyond%the%application%of%this%
proviso%is%tantamount%to%an%admission%of%complicity%in%the%creation%of%the%West’s%current%
alcoholism%epidemic.%%
William%Grant%can%however,%manipulate%this%situation%to%its%advantage%by%turning%implicit%oldb
world%industry%thinking%on%its%head.%William%Grant%can%go%further%to%protect%the%health%interests%of%
a%new%generation%of%consumers.%Its%worth%doing%because%people%will%reward%you%for%it.%

8.&INVESTMENT&–&DRINK&RESPONSIBLY&–&THINK&LATERALLY&
The&walk’s&rationale&
Think%about%car%ads%–%All%those%Mazda’s%and%Audi’s%tearing%around%Death%Valley%or%Downtown,%
inviting%us%to%drive%like%maniacs.%Yet%all%cars%have%amazing%safety%features.%William%Grant%can%do%
something%similar.%Driving%involves%an%acceptable%level%of%risk.%It’s%the%same%with%alcohol%
consumption.%Your%company%could%quite%legitimately%create%advanced%product%‘safety%features’%and%
garner%very%positive%PR%in%the%process.%Partner%with%a%healthcare%company%to%develop%better%
technologies%to%help%people%control%their%alcohol%consumption%behavior%more%effectively.%By%doing%
something%like%this,%William%Grant%will%differentiate%itself%and%create%consumer%preference.%

8.&INVESTMENT&–&RESPONSIBLE&DRNKING&–&LATERAL&THINKING&
The&walk&will&do&us&all&good&
Investing%in%healthcare%will%provide%William%Grant%with%something%most%companies%are%clamoring%
for%nowadays.%Business%leaders%are%tired%of%being%attacked%for%being%the%‘bad%guys.’%Many%of%them%
want%to%have%a%clear%purpose%and%rationale%as%to%why%they%exist%and%how%society%beneWits%from%
them.%This%time%around%its%not%about%charity%or%social%responsibility%or%sustainability%or%
transparency,%its%about%doing%things%that%will%create%shared%value%for%the%company%and%society%over%
the%long%term.%A%Winal%word%on%the%subject%–%whatever%the%healthcare%industry,%the%medical%
profession,%the%government%and%or%the%alcohol%beverage%industry%have%done%to%prevent%alcohol%
addiction%has%failed%absolutely.%The%CDC%statistics%prove%it,%so%seize%the%day,%its%yours%for%the%taking.%%%%
William$Grant$&$Sons$
WG$Wellbeing$$

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