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"

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.

20. 20
The Old

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
The New

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)

32. Now and
Onward

34. Thank you!
This deck: www . Slideshare . Net / philipduff
Back To The Future:
Reshaping & Pivoting Historical Brands
@KnappWhiskey