Successfully reported this slideshow.
Your SlideShare is downloading. ×

Back To The Future: Pivoting Historical Liquor Brands

Ad

Back To The Future: Reshaping & Pivoting
Historical Brands
presented in association with
Knappogue Castle Irish Single Mal...

Ad

Back To The Future: Pivoting Historical Brands
@KnappWhiskey #TOTC2019#PivotingBrands

Ad

Back To The Future: Pivoting Historical Brands
Pivoting 101
@KnappWhiskey #TOTC2019#PivotingBrands

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Loading in …3
×

Check these out next

1 of 34 Ad
1 of 34 Ad

Back To The Future: Pivoting Historical Liquor Brands

Seminar given by Philip Duff, David Ferguson and Tim Master at the Tales of the Cocktail 2019 festival, sponsored by Knappogue Castle Irish Single Malt Whiskey.

"Join reinvented Irishman Philip Duff, together with Tim Master (Chartreuse) and David Ferguson, as they explore how to re-imagine, retool and pivot historical liquor brands so that they continue to appeal to bartenders and consumers, now and in the future. What do you keep? What do you throw away? How can you use a brand’s heritage as inspiration – but avoid it being a straitjacket? In just 32 years since its creation, Knappogue Castle successfully pivoted 3 times, from selling only the world’s oldest Irish whiskey (Knappogue Castle 1951), to selling limited-edition single-vintage whiskies from every distillery in Ireland, to the present day where it sells only age-statement Irish single malt from a single distillery, all the while keeping the brand essence intact. Chartreuse’s history dates from being medicinal in France in 1737 to recreational in the 1800s, and has switched from once being marketed in the US as “swamp water” to its current status as mixologists’ darling. How did they manage that? Across the Irish Sea in Scotland, the Isle of Arran made whiskey as long as anywhere in Scotland has made whiskey – but when the Arran Whiskey brand opened their distillery there in 1995, they were the first on Arran in 160 years. Learn with our experts how to plan for the future without forgetting the past, and how to use your brand’s history as more than just a dressing-up box"

Seminar given by Philip Duff, David Ferguson and Tim Master at the Tales of the Cocktail 2019 festival, sponsored by Knappogue Castle Irish Single Malt Whiskey.

"Join reinvented Irishman Philip Duff, together with Tim Master (Chartreuse) and David Ferguson, as they explore how to re-imagine, retool and pivot historical liquor brands so that they continue to appeal to bartenders and consumers, now and in the future. What do you keep? What do you throw away? How can you use a brand’s heritage as inspiration – but avoid it being a straitjacket? In just 32 years since its creation, Knappogue Castle successfully pivoted 3 times, from selling only the world’s oldest Irish whiskey (Knappogue Castle 1951), to selling limited-edition single-vintage whiskies from every distillery in Ireland, to the present day where it sells only age-statement Irish single malt from a single distillery, all the while keeping the brand essence intact. Chartreuse’s history dates from being medicinal in France in 1737 to recreational in the 1800s, and has switched from once being marketed in the US as “swamp water” to its current status as mixologists’ darling. How did they manage that? Across the Irish Sea in Scotland, the Isle of Arran made whiskey as long as anywhere in Scotland has made whiskey – but when the Arran Whiskey brand opened their distillery there in 1995, they were the first on Arran in 160 years. Learn with our experts how to plan for the future without forgetting the past, and how to use your brand’s history as more than just a dressing-up box"

More Related Content

Back To The Future: Pivoting Historical Liquor Brands

  1. 1. Back To The Future: Reshaping & Pivoting Historical Brands presented in association with Knappogue Castle Irish Single Malt Whiskey @KnappWhiskey
  2. 2. Back To The Future: Pivoting Historical Brands @KnappWhiskey #TOTC2019#PivotingBrands
  3. 3. Back To The Future: Pivoting Historical Brands Pivoting 101 @KnappWhiskey #TOTC2019#PivotingBrands
  4. 4. Back To The Future: Pivoting Historical Brands Pivoting 101 - New strategy/business model @KnappWhiskey #TOTC2019#PivotingBrands
  5. 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. 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. 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. 8. Knappogue Castle History 1467 Knappogue Castle, Sean MacNamara in Quin, County Clare, Western Ireland. @KnappWhiskey #PivotingBrands #TOTC2019
  9. 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. 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. 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. 12. Knappogue Castle History 1999 Castle Brands USA launch vintage-dated multi-distillery expressions of Knappogue Castle @KnappWhiskey #PivotingBrands #TOTC2019
  13. 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. 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. 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. 16. Back to the Future: Pivoting Historical Brands David Ferguson Sales Manager, Isle of Arran Distillers @ArranWhisky #PivotingBrands #TOTC2019
  17. 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. 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. 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. 20. 20 The Old
  21. 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.
  22. 22. 22 The New
  23. 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. 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. 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. 26. Back To The Future: Pivoting Historical Brands Chartreuse…
  27. 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. 28. A rich Chartreuse history of pivotable moments caused by world affairs affecting key business decisions.
  29. 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. 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. 31. Sustaining the future of the Carthusian order Back To The Future: Pivoting Historical Brands 7th Distillery- Aiguenoire (2018)
  32. 32. Now and Onward
  33. 33. Thank you! This deck: www . Slideshare . Net / philipduff Back To The Future: Reshaping & Pivoting Historical Brands @KnappWhiskey

Editor's Notes

  • Went from selling coffee beans and machines to operating coffeehouses
  • 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
  • Macs begat laptops, but iPod came out of nowhere, as did iTunes, then iPhones and Services
  • 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.
  • Two casks were presented to the Queen for Princes William and Harry. These casks are still slumbering peacefully in Warehouse 1.
  • 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.
  • 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.
  • 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.
  • 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…
  • 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

  • (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
  • Teach what Chartreuse tastes like….
  • Close with this…Shots!

×