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Back To The Future: Reshaping & Pivoting
Historical Brands
presented in association with
Knappogue Castle Irish Single Malt Whiskey
@KnappWhiskey
Back To The Future: Pivoting Historical Brands
@KnappWhiskey #TOTC2019#PivotingBrands
Back To The Future: Pivoting Historical Brands
Pivoting 101
@KnappWhiskey #TOTC2019#PivotingBrands
Back To The Future: Pivoting Historical Brands
Pivoting 101
- New strategy/business model
@KnappWhiskey #TOTC2019#PivotingBrands
Back To The Future: Pivoting Historical Brands
Pivoting 101
- New strategy/business model
- New target markets
- New product
- …Or gamble everything on one feature of existing product
@KnappWhiskey #TOTC2019#PivotingBrands
Back To The Future: Pivoting Historical Brands
Pivoting 101
- New strategy/business model
- New target markets
- New product
- …Or gamble everything on one feature of existing product
@KnappWhiskey #TOTC2019#PivotingBrands
Back To The Future: Pivoting Historical Brands
Pivoting 101
- New strategy/business model
- New target markets
- New product
…Or gamble everything on one feature of existing product
@KnappWhiskey #TOTC2019#PivotingBrands
Knappogue Castle History
1467 Knappogue Castle, Sean MacNamara in
Quin, County Clare, Western Ireland.
@KnappWhiskey #PivotingBrands #TOTC2019
Knappogue Castle History
1467
1966
Mark Edwin Andrews & his architect wife
from Houston, in collaboration with
Shannon Development, renovate.
Knappogue Castle, Sean MacNamara in
Quin, County Clare, Western Ireland.
@KnappWhiskey #PivotingBrands #TOTC2019
Knappogue Castle History
1467
1966
1987
Mark Edwin Andrews & his architect wife
from Houston, in collaboration with
Shannon Development, renovate.
Knappogue 1951, the oldest and rarest
Irish whiskey. Casks bought 1987, aged 36
years in sherry, bottled 1987.
Knappogue Castle, Sean MacNamara in
Quin, County Clare, Western Ireland.
Knappogue Castle History
1467
1966
1987
1998
Mark Edwin Andrews & his architect wife
from Houston, in collaboration with
Shannon Development, renovate.
Knappogue 1951, the oldest and rarest
Irish whiskey. Casks bought 1987, aged 36
years in sherry, bottled 1987.
Mark Andrews' son brings Knappogue 1951
and his father's legacy to the market,
launching Knappogue Castle in the US.
Knappogue Castle, Sean MacNamara in
Quin, County Clare, Western Ireland.
Knappogue Castle History
1999 Castle Brands USA launch vintage-dated
multi-distillery expressions of Knappogue
Castle
@KnappWhiskey #PivotingBrands #TOTC2019
Knappogue Castle History
1999
2010
Castle Brands USA launch vintage-dated
multi-distillery expressions of Knappogue
Castle
Castle Brands USA discontinue vintages,
launch age-statement single-distillery 12-
Year Old. 14- and 16-Year Olds follow.
Knappogue Castle History
1999
2010
Castle Brands USA launch vintage-dated
multi-distillery expressions of Knappogue
Castle
Castle Brands USA discontinue vintages,
launch age-statement single-distillery 12-
Year Old. 14- and 16-Year Olds follow.
@KnappWhiskey #PivotingBrands #TOTC2019
Knappogue Castle History
1999
2010
2018
Castle Brands USA launch vintage-dated
multi-distillery expressions of Knappogue
Castle
Castle Brands USA discontinue vintages,
launch age-statement single-distillery 12-
Year Old. 14- and 16-Year Olds follow.
Castle Brands USA launches special-
edition single-distillery age-statement
whiskies: a 21-Year Old, and the Cask
Finish series (Bordeaux, Marsala & Barolo)
@KnappWhiskey #PivotingBrands #TOTC2019
Back to the Future:
Pivoting Historical Brands
David Ferguson
Sales Manager,
Isle of Arran Distillers
@ArranWhisky
#PivotingBrands
#TOTC2019
Background
• During 18th & 19th Centuries, The
Isle of Arran was a hotbed of whisky
production and smuggling. Farmers
would distill excess reserves of barley,
then smuggle and sell whisky on
mainland Scotland as a means to pay
rent.
• Three legal distilleries operated on
the Isle of Arran in 1790’s but it was
the illicit whisky, referred to as ‘Arran
Water’ that was in greatest demand.
• In the 19th Century, it was recorded
there were at least 50 illicit stills
located on Arran.
• The last legal distillery operated in the
southern village of Lagg from 1825 to
around 1840. At it’s peak it was
distilling 25,000 liters.
1717
18
The History of Arran
1991: Isle of Arran Distillers Ltd.
An independent Scottish
company is founded.
December 1994: Construction
begins on the Isle of Arran
Distillery. Construction is paused
briefly to allow a pair of Golden
Eagles to nest.
2:29 PM on June 29th 1995: First
spirit runs through the spirit safe
19
The History of Arran
August 9th 1997: The Visitor Centre
was opened by Her Majesty The
Queen.
July 25th 1998: After 3 years of
maturation, the first cask of Arran
Single Malt Scotch Whisky was opened
on by Scottish film star Ewan
McGregor. This was the first legal dram
on Arran for over 160 years.
Autumn 1998: We released our first
ever 3 year-old Arran Single Malt later
in the same year.
20
The Old
21
The History of Arran
Spring 2006: The first official
commercially available Arran Malt
10 year-old was released. Bottled
at 46% non-chill filtered, it remains
at the heart of the Arran range.
June 2007: James MacTaggart took
over from Gordon Mitchell as
Distillery Manager and Master
Distiller.
August 2010: Official Arran 14
year-old released.
December 2010: First bottling of
the peated expression of Arran,
Machrie Moor.
22
The New
23
The History of Arran
February 2016: Our first ever
core range 18 year-old was
released.
June 2016: Celebrated our 21st
Anniversary and a special
commemorative bottle was
released in the November.
October 2016: Distillation was
halted to increase production
levels with the addition of two
brand new copper pot stills.
February 2017: Distillation
began again.
24
Lagg Distillery
2016: Plans are announced to
open a second distillery in the
southern end of the Isle of Arran.
February 2017: Construction of
Lagg Distillery began.
August 2018: Custom made
copper pot stills arrive and are
installed at Lagg Distillery. The
Lagg spirit will be rich, earthy and
peated (50PPM). A stark contrast
to the current Arran Single Malt.
March 19th 2019: The first
middle cut of Lagg Spirit was
recorded at 14.35.
June 12th 2019: Lagg Distillery
opens it doors to the public for
the very first time.
Pivot to the Future
Lochranza Distillery
• 1.2 million liters of alcohol
produced each year
• 110,000 visitors each year
• Currently employs 35
members of staff
Lagg Distillery
• £15mil distilling development
• Capable of producing 800,000
Liters of spirit each year
• Total of 60 staff
200,000 visitors combined are estimated by 202025
Back To The Future: Pivoting Historical Brands
Chartreuse…
Our bosses
Chartreuse’s mission is to contribute to the durability of the Carthusian
order. This is accomplished through the respect of the human being
and its environment.
A rich Chartreuse history of
pivotable moments caused by
world affairs affecting key business
decisions.
Chartreuse : 400 years of history through 7 distilleries
Vauvert Monastery – Paris
1605-1737
Grande-Chartreuse Monastery
1737 - 1864
Marseille Distillery 1921-
1930
Fourvoirie Distillery
1864-1903 & 1932- 1935
Tarragona – Spain
1903 - 1989
Voiron
1935- 2017
0
1
2
3
4
5
6
7
8
9
10
1900s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s
Chartreuse sales trends
Sustaining the future of the Carthusian order
Back To The Future: Pivoting Historical Brands
7th Distillery- Aiguenoire (2018)
Now and
Onward
Thank you!
This deck: www . Slideshare . Net / philipduff
Back To The Future:
Reshaping & Pivoting Historical Brands
@KnappWhiskey

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Pivoting Historical Brands to Future Success

  • 1. Back To The Future: Reshaping & Pivoting Historical Brands presented in association with Knappogue Castle Irish Single Malt Whiskey @KnappWhiskey
  • 2. Back To The Future: Pivoting Historical Brands @KnappWhiskey #TOTC2019#PivotingBrands
  • 3. Back To The Future: Pivoting Historical Brands Pivoting 101 @KnappWhiskey #TOTC2019#PivotingBrands
  • 4. Back To The Future: Pivoting Historical Brands Pivoting 101 - New strategy/business model @KnappWhiskey #TOTC2019#PivotingBrands
  • 5. Back To The Future: Pivoting Historical Brands Pivoting 101 - New strategy/business model - New target markets - New product - …Or gamble everything on one feature of existing product @KnappWhiskey #TOTC2019#PivotingBrands
  • 6. Back To The Future: Pivoting Historical Brands Pivoting 101 - New strategy/business model - New target markets - New product - …Or gamble everything on one feature of existing product @KnappWhiskey #TOTC2019#PivotingBrands
  • 7. Back To The Future: Pivoting Historical Brands Pivoting 101 - New strategy/business model - New target markets - New product …Or gamble everything on one feature of existing product @KnappWhiskey #TOTC2019#PivotingBrands
  • 8. Knappogue Castle History 1467 Knappogue Castle, Sean MacNamara in Quin, County Clare, Western Ireland. @KnappWhiskey #PivotingBrands #TOTC2019
  • 9. Knappogue Castle History 1467 1966 Mark Edwin Andrews & his architect wife from Houston, in collaboration with Shannon Development, renovate. Knappogue Castle, Sean MacNamara in Quin, County Clare, Western Ireland. @KnappWhiskey #PivotingBrands #TOTC2019
  • 10. Knappogue Castle History 1467 1966 1987 Mark Edwin Andrews & his architect wife from Houston, in collaboration with Shannon Development, renovate. Knappogue 1951, the oldest and rarest Irish whiskey. Casks bought 1987, aged 36 years in sherry, bottled 1987. Knappogue Castle, Sean MacNamara in Quin, County Clare, Western Ireland.
  • 11. Knappogue Castle History 1467 1966 1987 1998 Mark Edwin Andrews & his architect wife from Houston, in collaboration with Shannon Development, renovate. Knappogue 1951, the oldest and rarest Irish whiskey. Casks bought 1987, aged 36 years in sherry, bottled 1987. Mark Andrews' son brings Knappogue 1951 and his father's legacy to the market, launching Knappogue Castle in the US. Knappogue Castle, Sean MacNamara in Quin, County Clare, Western Ireland.
  • 12. Knappogue Castle History 1999 Castle Brands USA launch vintage-dated multi-distillery expressions of Knappogue Castle @KnappWhiskey #PivotingBrands #TOTC2019
  • 13. Knappogue Castle History 1999 2010 Castle Brands USA launch vintage-dated multi-distillery expressions of Knappogue Castle Castle Brands USA discontinue vintages, launch age-statement single-distillery 12- Year Old. 14- and 16-Year Olds follow.
  • 14. Knappogue Castle History 1999 2010 Castle Brands USA launch vintage-dated multi-distillery expressions of Knappogue Castle Castle Brands USA discontinue vintages, launch age-statement single-distillery 12- Year Old. 14- and 16-Year Olds follow. @KnappWhiskey #PivotingBrands #TOTC2019
  • 15. Knappogue Castle History 1999 2010 2018 Castle Brands USA launch vintage-dated multi-distillery expressions of Knappogue Castle Castle Brands USA discontinue vintages, launch age-statement single-distillery 12- Year Old. 14- and 16-Year Olds follow. Castle Brands USA launches special- edition single-distillery age-statement whiskies: a 21-Year Old, and the Cask Finish series (Bordeaux, Marsala & Barolo) @KnappWhiskey #PivotingBrands #TOTC2019
  • 16. Back to the Future: Pivoting Historical Brands David Ferguson Sales Manager, Isle of Arran Distillers @ArranWhisky #PivotingBrands #TOTC2019
  • 17. Background • During 18th & 19th Centuries, The Isle of Arran was a hotbed of whisky production and smuggling. Farmers would distill excess reserves of barley, then smuggle and sell whisky on mainland Scotland as a means to pay rent. • Three legal distilleries operated on the Isle of Arran in 1790’s but it was the illicit whisky, referred to as ‘Arran Water’ that was in greatest demand. • In the 19th Century, it was recorded there were at least 50 illicit stills located on Arran. • The last legal distillery operated in the southern village of Lagg from 1825 to around 1840. At it’s peak it was distilling 25,000 liters. 1717
  • 18. 18 The History of Arran 1991: Isle of Arran Distillers Ltd. An independent Scottish company is founded. December 1994: Construction begins on the Isle of Arran Distillery. Construction is paused briefly to allow a pair of Golden Eagles to nest. 2:29 PM on June 29th 1995: First spirit runs through the spirit safe
  • 19. 19 The History of Arran August 9th 1997: The Visitor Centre was opened by Her Majesty The Queen. July 25th 1998: After 3 years of maturation, the first cask of Arran Single Malt Scotch Whisky was opened on by Scottish film star Ewan McGregor. This was the first legal dram on Arran for over 160 years. Autumn 1998: We released our first ever 3 year-old Arran Single Malt later in the same year.
  • 21. 21 The History of Arran Spring 2006: The first official commercially available Arran Malt 10 year-old was released. Bottled at 46% non-chill filtered, it remains at the heart of the Arran range. June 2007: James MacTaggart took over from Gordon Mitchell as Distillery Manager and Master Distiller. August 2010: Official Arran 14 year-old released. December 2010: First bottling of the peated expression of Arran, Machrie Moor.
  • 23. 23 The History of Arran February 2016: Our first ever core range 18 year-old was released. June 2016: Celebrated our 21st Anniversary and a special commemorative bottle was released in the November. October 2016: Distillation was halted to increase production levels with the addition of two brand new copper pot stills. February 2017: Distillation began again.
  • 24. 24 Lagg Distillery 2016: Plans are announced to open a second distillery in the southern end of the Isle of Arran. February 2017: Construction of Lagg Distillery began. August 2018: Custom made copper pot stills arrive and are installed at Lagg Distillery. The Lagg spirit will be rich, earthy and peated (50PPM). A stark contrast to the current Arran Single Malt. March 19th 2019: The first middle cut of Lagg Spirit was recorded at 14.35. June 12th 2019: Lagg Distillery opens it doors to the public for the very first time.
  • 25. Pivot to the Future Lochranza Distillery • 1.2 million liters of alcohol produced each year • 110,000 visitors each year • Currently employs 35 members of staff Lagg Distillery • £15mil distilling development • Capable of producing 800,000 Liters of spirit each year • Total of 60 staff 200,000 visitors combined are estimated by 202025
  • 26. Back To The Future: Pivoting Historical Brands Chartreuse…
  • 27. Our bosses Chartreuse’s mission is to contribute to the durability of the Carthusian order. This is accomplished through the respect of the human being and its environment.
  • 28. A rich Chartreuse history of pivotable moments caused by world affairs affecting key business decisions.
  • 29. Chartreuse : 400 years of history through 7 distilleries Vauvert Monastery – Paris 1605-1737 Grande-Chartreuse Monastery 1737 - 1864 Marseille Distillery 1921- 1930 Fourvoirie Distillery 1864-1903 & 1932- 1935 Tarragona – Spain 1903 - 1989 Voiron 1935- 2017
  • 30. 0 1 2 3 4 5 6 7 8 9 10 1900s 1920s 1930s 1940s 1950s 1960s 1970s 1980s 1990s 2000s 2010s Chartreuse sales trends
  • 31. Sustaining the future of the Carthusian order Back To The Future: Pivoting Historical Brands 7th Distillery- Aiguenoire (2018)
  • 33.
  • 34. Thank you! This deck: www . Slideshare . Net / philipduff Back To The Future: Reshaping & Pivoting Historical Brands @KnappWhiskey

Editor's Notes

  1. Went from selling coffee beans and machines to operating coffeehouses
  2. Formerly Odeo, for finding podcasts, they rebranded to Twitter as micro-blogging. Also TOTC! Youtube went from targeting video daters to allowing any video to be uploaded
  3. Macs begat laptops, but iPod came out of nowhere, as did iTunes, then iPhones and Services
  4. The Isle of Arran is chosen due to the unique climate - The Gulf Stream effect contributes to rapid maturation. A site on the north of the island is selected as an ideal location to build the first distillery on the island since the 1840s due to the quality of the water source – Loch na Davie – verified as amongst the purest in Scotland.
  5. Two casks were presented to the Queen for Princes William and Harry. These casks are still slumbering peacefully in Warehouse 1.
  6. The Isle of Arran is chosen due to the unique climate - The Gulf Stream effect contributes to rapid maturation. A site on the north of the island is selected as an ideal location to build the first distillery on the island since the 1840s due to the quality of the water source – Loch na Davie – verified as amongst the purest in Scotland.
  7. The Isle of Arran is chosen due to the unique climate - The Gulf Stream effect contributes to rapid maturation. A site on the north of the island is selected as an ideal location to build the first distillery on the island since the 1840s due to the quality of the water source – Loch na Davie – verified as amongst the purest in Scotland.
  8. The Isle of Arran is chosen due to the unique climate - The Gulf Stream effect contributes to rapid maturation. A site on the north of the island is selected as an ideal location to build the first distillery on the island since the 1840s due to the quality of the water source – Loch na Davie – verified as amongst the purest in Scotland.
  9. Ultimately, the monks make the decisions This mission is the overarching approaching when it comes to marketing….or lack of marketing today. Rather, support to the bartender than outward adverts, etc…
  10. Paris- the world in need of medicine prompting the monks to put their alchemist skills to work. This in order to create commerce that will support the Carthusian monks order. Elxir moved to Grande Chartreuse where Jerome Maubec finished this recipe in 1764 Grand Chartreuse- People began consumption for pleasure. These became the golden years for Chartreuse due to world expansion. Also the introduction of Green and Yellow in 1840 First time they began exporting which contributed to the massive increase. Tarragone- an important time for Chartreuse today feeding into desire for vintage Chartreuse types. Voiron- a city built around the distillery. Aignoire- 2018
  11. (coming full circle) - Chartreuse’s mission- to sustain the durability of the Carthusian order through respect of the human being and its environment. Our planet is going through deep and major changes, our life in 2050 will be very different from today’s life Chartreuse already feels the impact on production The new story must be influenced by the long standing Carthusian order who has proved resilience and vision enduring many difficult events in they own history
  12. Teach what Chartreuse tastes like….
  13. Close with this…Shots!