1. Smokehead
Key lessons from the cult “anti-scotch” brand

2. A whisky not for the faint-hearted…
Modern ‘stand-out’
designer packaging.
Very distinctive
and tactile
embossed and
debossed tin which
generates shelf impact,
consumer ‘wow’ factor
and brand value
Main front bottle
label is
uniquely placed
on the
bottle rear reflecting
adjectives
describing
the whisky back
through the spirit itself
6 x 70cl and 6 x 75cl
at 43% vol. Delivered
in a full colour
Smokehead
branded outer case
NOSE:
Heavy
smoke and peat.
Lemon, fresh ginger,
plum jam
BODY:
Hits the
palate at once
with cocoa, peat
and some honey
sweetness, then
explodes with peppery
spice.
FINISH:
Even more
peat, spice,
mandarin-then
dries up.
When you think
it’s all over,
the peat hits again
TASTING NOTES
IMPRESSION:
A rollercoaster
of peat
and spice with some
delicate sweetness
A disruptive
market
strategy with
breakthrough
packaging,
and edgy
imagery
which does
away with
traditional,
mature
scotch
associations

3. Owning the rock music territory…by partnering
with iconic music Marshall Amps (celebrating its
50th Anniversary)
Positioning Smokehead as the whisky
choice for rock lovers, associations were
instigated with iconic rock brands such as
Classic Rock magazine, London’s High
Voltage Festival and the Classic Rock Roll
Honours Awards.
In partnership with Marshall Amps also
supported a Fuel Funny car that ran out
of the MPM and FGR Motorsport camp
Entering its third year as the official drinks
sponsor of The Marshall Ultimate Band
Contest, the unsigned band showdown, it has
also established itself as the drink of choice at
big rock events including the annual Classic
Rock Roll of Honour Awards 2009-2011.

4. And maintaining consistency across all
platforms…
.
Inspired by the powerful imagery of rock album covers, the website and
social media pages uses stunning typography and interactive,
engaging communication to deliver a haunting and lasting impact

5. And manages to hit the bull’s eye with
consumers…
Most consumer reviews on the net are positive, and this is a whisky
which not only tastes good, but one with which consumers identify
*Sources: masterofmalt.com, allthingswhisky.com

6. The Takeaways…

7. MARKET DISRUPTION:
Distinctive, young, edgy
packaging with
“anti-scotch” positioning
OWNABLE TERRITORY:
Identification with
TG lifestyle,
and utilizing
rock music associations
IDENTIFICATION
OF KEY AUDIENCE:
Clear focus on a young,
‘wild’ male
audience who wanted to
try whiskey, without
it seeming “old”
Achieved the holy grail in managing to take the product
to a younger male audience