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The dalmore brand_induction
- 2. Contents 1. The Dalmore Brand Story 2. Brand Performance Review 3. The Dalmore Collection 4. Brand positioning 5. Activation showcase
- 14. The Dalmore is the fastest growing Single Malt Scotch whisky globally 69.4% 56.3% 56.3% 37.5% 28.2% 18.6% 17.1% 15.5% 15.2% 13.6% 12.4% 11.9% 11.6% 10.3% 9.6% 9.0% 8.1% 6.8% 4.0% 0.6% 0.1% -2.2% -3.5% -4.1% The Dalmore The Singleton Glenrothes Lagavulin Malt Scotch Aberlour Total The Glenlivet The Macallan Dalwhinnie Malt Scotch Talisker Malt Scotch Cardhu Glen Grant Top 25 Global Malts % Value Growth / Decline 2011 2011 % Change
- 15. Our Value has continued to grow above Volume 2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 LE3 2012/13 Volume (kcs) Value (£)
- 16. 63% 26% 3% 4% 4% 2011/12 There is strategic focus on the higher end of the Core Collection 57%26% 7% 7% 3% 2012/13 The 12 The 15 CMR The 18 KAIII
- 17. USA & Canada +177% MEA & Pacific +22% Europe +34% UK +76% Travel Retail +17% The Dalmore’s key markets have demonstrated exceptional growth year on year
- 19. The Dalmore Core Collection
- 20. Maturation American bourbon wood and Matusalem oloroso sherry Aroma Citrus fruits, chocolate and aromatic spices Palate Concentrated citrus, oloroso sherry and hints of vanilla pod Finish Roasted coffee and chocolate The 12
- 21. Maturation American bourbon wood and three types of sherry casks – Matusalem, Apostoles and Amoroso Aroma Orange marmalade, cinnamon and nutmeg Palate Mandarin, vanilla, ginger and crushed apples Finish Peppery spice and oak The 15
- 22. Maturation American bourbon wood, Matusalem oloroso sherry casks and finessed in Cabernet Sauvignon wine barriques Aroma Cinnamon, vanilla and red fruits Palate Tropical fruits, banana toffee and vanilla ice cream Finish Orange zest, bergamot and crushed spices Cigar Malt Reserve
- 23. Maturation American bourbon wood and Matusalem oloroso sherry casks Aroma Vanilla, dark chocolate orange and cinnamon Palate Dark chocolate, candied citrus fruits, rich coffee, nutmeg and cloves Finish Citrus fruit, oak and spice The 18
- 24. Maturation American bourbon barrels, Matusalem oloroso sherry casks, Madeira drums, Port pipes, Marsala barrels and Cabernet Sauvignon wine barriques Aroma Red berry fruits, fresh flowers and hints of passion fruit Palate Citrus zest, vanilla pod, crème caramel and crushed almonds Finish Sweet cinnamon, nutmeg, cloves and ginger King Alexander III
- 25. The complexity of the wood and flavour profile intensifies as you progress through the Dalmore range 12 15 18 CMR KAIII American White Oak & Sherry Wood Cabernet Sauvignon Madeira, Marsala, Port+ House Style Finesse +
- 26. The Dalmore Constellation Collection
- 28. Target Consumer TARGET CONSUMER • Professional white collar males (30+) with high disposable incomes. • Successful, ambitious and aspirational. • Status is important...want to be seen to be “in the know” THEIR DRINKING • Drink malt as part of a repertoire of premium spirits. • Some will drink for show, others because of knowledge. • Drink mostly in the on premise, in top tier restaurants, bars and lounges. • Business is important and most have limited personal time. • Members of exclusive clubs. • Travel often for business and pleasure. • Technology plays an important part in their lives. THEIR OPINIONS • Influenced by a small number of respected opinion formers and through personal recommendation. • A small set of luxury blogs and lifestyle magazines, which vary by market/city, are also influential. • Want to be seen as refined and cultured. • Believe single malt is better than blended whisky. THEIR WORLD
- 29. RETURN OF THE GENT Consumer Trends NEW CONNOISSEUR AUTHENTI-SEEKING RISE OF CONSPICUOUS CONSMUPTION
- 30. The Mackenzie Clan, I Shine | Not Burn, Royal Stag, DOS PaintingBrand Attributes Values A smooth rich liquid with no rough edges, Unique Stilhouse, Artisan Craftsmanship, Oldest & Rarest Stocks Product Attributes The single malt at the apex of the categoryPositioning Creative Idea The Art of The Dalmore Personality Worldly – Hold to High Standards – Quietly Confident – Restless Brand Idea Bravery – Devotion - Purpose Shine, Don’t Burn Brand Positioning
- 31. Brand Idea BRAND ATTRIBUTES PRODUCT ATTRIBUTES The Mackenzie Clan/Painting I Shine, Not Burn Royal Stag Unique Stillhouse Artisan Craftsmanship Oldest and Rarest Stocks I SHINE | NOT BURN Smooth, rich liquid
- 32. THE DALMORE The Dalmore Brand Activation & Best Practice
- 33. The Dalmore Brand Plan To be considered The single malt at the apex of the category KPIs – TBC Grow total BC Increase BC per case Decrease reliance on 12yo Custodian Sign-Ups Gain better PR Value Consumer awareness The Art of the The Dalmore (Brand) The Art of Communication (Reach) The Art of the Experience (Interaction) Develop Rare and Core Ranges Brand/Product Story ATL Events Online communications Mission Objectives TacticsStrategies Develop Sales Tools PR Brand Partnerships Trade visibility Unique in store / bar experience Distillery Training
- 34. THE DALMORE The Art of The Dalmore (Brand)
- 35. 12YO 15YO KAIII 18YO Constellation The Dalmore Portfolio Cigar Malt 30YO 25YO 40YO 45YO ASPIRATIONAL ACCESIBLE ABSOLUTE Core Collection Focussed on all consumers through relevant channels Rare Collection Focussed on Aspirational Absolute consumers Positioning in on-trade Single Casks Targeting at investment, collectors and absolute consumers
- 36. These tools will allow for a deeper level of brand awareness and understanding, as well as drive our commercial teams to lead their selling strategy focussing on brand and product attributes Selling Tools
- 37. THE DALMORE The Art of Communication (Reach)
- 38. Hub Strategy LONDON NEW YORK PARIS SHANGHAIMOSCOW BERLIN
- 39. Holland & Holland Net Jets Skibo Castle PR Partnerships
- 40. Above The Line Activation
- 41. ATL & PR Guidelines
- 44. Window Display Seasonal Template
- 45. In terms of more tactical window display campaigns, the brand and channel teams will provide flexible display options which can be scaled depending on the opportunity and the requirements. This ‘Window Toolkit’ will include: • A Death of the Stag framed print • Metal Stag’s Head logo, to be suspended in display • Illuminated plinth (3 varying heights) • The Dalmore logotype and stag’s head window vinyls Tactical Modular Window Display
- 46. In support of our window displays providing brand visibility and strengthening consumer awareness, it is important to build the in-store experience in conjunction with this. This should encompass an overall training and incentive programme from a trade perspective. From a consumer pull perspective, we are developing a flexible in-store unit which can be utilised in-store as a sampling unit, providing the consumer with an experiential induction in to the brand. Further to this, the message will be around KAIII, reinforcing our current brand message and encouraging a focus on this our lead expression. In-Store Experience
- 47. Flagship Accounts Ritz Carlton, Moscow Le Gavroche, London Avenue, New York Hakkasan, New York The Lanesborough, London
- 50. THE DALMORE The Art of Experience (Interaction)
- 52. Guidelines for Events & Tastings
- 53. We have been inspired by some of the unique serves developed by key customers for The Dalmore, and so wanted to create a serve steeped in brand truths and relevance. This provides the consumer with an engaging experience specific to The Dalmore brand, therefore offering the trade a unique selling opportunity. Unique Serve
- 55. The training has been developed to build On-Trade understanding and awareness of the whisky category and the brand, ensuring confidence in bar tenders when providing referrals to consumers Brand Ambassadors in our key regions are receiving refresher training on this, providing them with the tools and skills necessary to deliver the training to the highest standard Sommelier Training Tools
- 56. We are able to utilise the various mediums delivering engaging content to our consumers, allowing for direct interaction. This can also provide us with a useful tool to gain insights from our loyal consumer base. THE DALMORE SELECTED BY DANIEL BOULUD LAUNCHED IN USA April 24th 2013 Digital Communications
- 57. The Dalmore Distillery can be used to build relationships with key distributors and customers, elevating image and perception through the home of the brand. This provides customers with a unique experience and insight in to the brand, encouraging activation through understanding. The Distillery
- 58. So The Dalmore is... • The Single Malt Scotch Whisky aspiring to be at the apex of the category • A brand with royal heritage and a rich history • A whisky with an artistic approach to creating every drop, driven by the people behind the liquid, and their incredible skills and devotion • A product with exceptional liquid quality and value stemming from the complexity of our spirit and the range of old and rare stocks • And importantly, a brand with a strong commercial proposition as the fastest growing single malt globally!