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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"