4. Brand Positioning
• The product: The Whiskey has a classy feel to it. The cinnamon
flavor is an alternative which challenges what the meaning of
classy.
• The visual identity: Designing a label and packaging that has an
earthy feel.
• The communication strategy: Focusing their communication on
in-store activities with brand ambassador; helping the product to be
perceived as approachable and down-to-earth ads/ want-to-be
style.
• The price: Offering a price of less than $30 to fit be perceived as
“approachable”, yet classy and alternative.