What can Whisky learn from Gin?

2,901 views

Published on

This is a synopsis of a presentation by Nick Gray, Director at Design Bridge, shown at the World Whiskies Conference in Scotland, April 2011. Mixing the traditional with the contemporary - what can whisky learn from gin?

Published in: Design

What can Whisky learn from Gin?

  1. 1. Mixing the traditional with the contemporary:are there lessons to be learnt from gin?A presentation to the World Whisky Conference, 12 April 2011Nick Gray
  2. 2. Contents…What is Design Bridge; what do we know about Whisky or Gin?What do whisky brands stand for?Perceptions of whiskyThe world today; the birth of “Rivivalism”Charting the rise of gin over the past 15 yearsWhat can whisky learn from gin?Conclusion 2
  3. 3. What is Design Bridge? 3
  4. 4. 8
  5. 5. What do we know about gin or whisky? 9
  6. 6. The Macallan 1824 CollectionTelling a good storyHighland Distillers/Edrington Challenge SolutionGroup The Macallan doesn’t have enough aged whisky to meet future Our story is, ‘1824: The Masters of Spirit and Wood’. WeGlobal demand in global travel retail. The solution was to withdraw its identified each chapter (whisky type), created the variantWhisky/Duty Free range of aged products and replace it with a new un-aged names and wrote the copy. Our creative idea, the story line, blended range – a breakthrough innovation in the market. runs through all the touchpoints, unifying the range. © Design Bridge 10
  7. 7. Chivas Regal 12 Centenary EditionTravel editionPernod Ricard/Chivas Bros Challenge SolutionGlobal Following our previous limited edition tin design in 2008, Our design captures the experience of ‘Luxury travel’. TheWhisky our brief was to design an exclusive travel retail gift tin. 3D texture pays homage to the diamond etched pattern on The new premium packaging needed to clearly communicate Chivas Regal 12’s core outer packaging. The new gift box ‘exhuberant luxury’ and convey travel cues. forms a protective case around the premium spirit inside. © Design Bridge 11
  8. 8. International bottle before Teacher’s Highland Cream A modern education Beam Global Challenge Solution Global Teacher’s Highland Cream has three key markets; Brazil, India Our big idea, ‘The right spirit’, helped us define the values Whisky and UK. With different packaging in each, the brand required a of care, simplicity and dignity that set the tone for Teacher’s’ unified global image. Our brief was to create an ownable 2D & new image. The contemporary use of a marque found in the 3D solution to make Teacher’s relevant and contemporary. archives pays homage to the brand’s impressive history. © Design Bridge 12
  9. 9. BeefeaterMade in LondonChivas Brothers Challenge SolutionGlobal Beefeater had been neglected for several years and, as a Beefeater now exudes the spirit of ‘Authentic London’.Gin result, had lost its premium positioning in many global markets. In Spain, the second biggest gin market in the world, The brand’s image needed to reflect its rich provenance as the sales increased 14% in the first nine months and, in only London Gin still actually produced in London. the developing market of Russia, sales shot up by 37%! © Design Bridge 13
  10. 10. Beefeater 24Daring London GlamourChivas Brothers Challenge SolutionGlobal With a new super premium blend, Chivas Bros hoped to The big brand idea, “Daring London Glamour”, capturesGin cement Beefeater’s place as the worlds leading gin brand. the duality of London’s glamour and danger. Our name, Having helped establish Beefeater Dry as the everyday long 24, pays homage to the city’s 24 hr culture and the 24 hr drink, we needed to create a compelling story for the new offer. distillation. In Spain, 2009s stock was sold in the first qtr. © Design Bridge 14
  11. 11. What do whisky brands stand for? 15
  12. 12. What do whisky brands stand for…In general:Heritage, provenance, quality ingredients, age…Be it:Single maltBlendBourbonAnd a few mix the traditional with the contemporary… 16
  13. 13. Jack DanielsBalancing authentic heritage with a modern rock n’ roll popular culture Vs.
  14. 14. Perceptions of whisky 18
  15. 15. Perceptions of whiskySuccessStatusProgressionWealthClassAge is best 19
  16. 16. Status 20
  17. 17. Class$55 $90 $220 $650 $1,950 21
  18. 18. Wealth 22
  19. 19. Aged: 70 year old Glenlivet for £13k (090311) 23
  20. 20. Progression 24
  21. 21. The world today; the birth of “Revivalism” 25
  22. 22. The world today…More of us living in cities…UK1950 – 79% living in cities2030 – 92.2% predicted to live in citiesChina1950 – 13% living in cities2030 – 40% predicted to live in citiesBotswana1950 – 2.7% living in cities2030 – 61.2% predicted to live in citiesWith numbers set to rise will our perceptions of status change? 26
  23. 23. Revivalism…An urban revolution that is reviving:•  old customs and hobbies•  time-honoured traditions•  a simpler way of life•  local initiatives in a digital age•  forgotten brands“People are fed up with the economic and socialmodel of mass production and consumption”Jeffrey SaundersThe Copenhagen Institute for Future Studies 27
  24. 24. For Example:Old customs, hobbies and fashions 28
  25. 25. Fashion (beard comeback in 2008) 29
  26. 26. Hobbyism (retro bike culture) 30
  27. 27. Old customs (Bleeding Thumb Whittling Club) 31
  28. 28. For Example:A simpler way of life 32
  29. 29. 33
  30. 30. For Example:Local initiatives 34
  31. 31. Eagle Street Rooftop Farm(Be Local)6,000 square foot green roof organic vegetable farm located atop a warehouserooftop in Greenpoint, Brooklyn.During New York City’s growing season, the farmers at Eagle Street Rooftop Farmsupply a community supported agriculture (CSA) program, an onsite farm market,and bicycle fresh produce to area restaurants. 35
  32. 32. Urban bee keeping(Be Local) 36
  33. 33. Pret A Manger – Conduit Street(Micro even when your Macro) 37
  34. 34. Charting the rise of gin over the past 15 years 38
  35. 35. A noticeable split spotted five years ago 39
  36. 36. Beefeater creative briefBeefeater needed to rediscover the authenticityof its London roots.
  37. 37. BeefeaterMade in LondonChivas Brothers Challenge SolutionGlobal Beefeater had been neglected for several years and, as a Beefeater now exudes the spirit of ‘Authentic London’.Gin result, had lost its premium positioning in many global markets. In Spain, the second biggest gin market in the world, The brand’s image needed to reflect its rich provenance as the sales increased 14% in the first nine months and, in only London Gin still actually produced in London. the developing market of Russia, sales shot up by 37%! © Design Bridge 41
  38. 38. Beefeater 24 - Daring London glamour
  39. 39. Daring London glamour - naming
  40. 40. Beefeater 24Daring London GlamourChivas Brothers Challenge SolutionGlobal With a new super premium blend, Chivas Bros hoped to The big brand idea, “Daring London Glamour”, capturesGin cement Beefeater’s place as the worlds leading gin brand. the duality of London’s glamour and danger. Our name, Having helped establish Beefeater Dry as the everyday long 24, pays homage to the city’s 24 hr culture and the 24 hr drink, we needed to create a compelling story for the new offer. distillation. In Spain, 2009s stock was sold in the first qtr. © Design Bridge 44
  41. 41. Daring London glamour – launch event
  42. 42. Gin timeline in 21st CenturyUSA 2000 2008 2008 2009 UK 2009 2009 2009 2009 2010 2010 2010 2010UK 2003 46
  43. 43. HendricksA pioneering gin from a whisky stable (It’s not for everyone!) 47
  44. 44. SipsmithSmall Batch, Traditional Recipes 48
  45. 45. Passion, breaking new ground, uncovering lost recipes 49
  46. 46. Innocent drinks and Sipsmith; 0.3 miles of separation! 50
  47. 47. Sipsmith“…people are talking about it and if anything it sort ofstarted a movement which is pretty powerful stuff”Tim HaywardFood writer, BroadcasterSpeaking at The Observer Food and Drink Awards 2010 51
  48. 48. An URBAN spirit reviving craft and fine ingredients 52
  49. 49. Small Batch - Handcrafted 53
  50. 50. A blurring of boundaries 54
  51. 51. Symbols of heritage tradition and authenticity 55
  52. 52. Aged: Nolet Reserve Gin £700 (100311) 56
  53. 53. 57
  54. 54. 58
  55. 55. What can whisky learn from gin? 59
  56. 56. What can whisky learn from gin?Age and sipping are not sacred – boundaries are getting blurred.Nu-austerity in Western markets has dampened appetites for images of status.Revivalism captures a craving for craft and simple pleasures in life, spawningbrands like Sipsmith.Gin has successfully mixed images of tradition and contemporary, as a truereflection of its roots – i.e. cities. 60
  57. 57. Conclusion and the paradox of revivalismGin is by association an URBAN spirit; Whisky a RURAL spirit.Many URBAN brands are embracing revivalism, which paradoxical assimilatesRURAL practices.Whisky has long been associated with status but has started to curb overtshows of wealth in many markets.Whisky has all the raw ingredients to embrace revivalism but…•  will its RURAL roots hamper such a course•  will market pressures determine its courseIs Revivalism just a fad? If not is whisky on borrowed time?(the start of their evening and the end of yours?) 61
  58. 58. Thank youIntellectual propertyPlease note that the contents of this document are for demonstration,comparison & review and may not be reproduced in any way.ConfidentialityThe contents of this proposal are strictly confidential between Design Bridgeand the company to whom the proposal is addressed, and may not be sharedwith any other party without Design Bridge’s permission.

×