Elevating the storyline for a premium whisky brand through influencer marketing and media engagement

Mortlach
Challenges

Creating new conversations to stay relevant

Mortlach distillery was the first legal distillery in Dufftown, Scotland, and it has long continued to set the standard. Known for its uniquely meaty and bold flavor, as well as its signature distilling process – 2.81 Distilled, the brand was looking to engage with new and current target audiences by creating new conversations. To do this, Mortlach partnered with Grand Hyatt Steakhouse to craft a simple, confident and sophisticated pairing menu by Chef Marc Benkoe, encouraging diners to try the entire range of Mortlach’s whisky.

Sinclair was tasked to elevate the storyline about the brand to the local market, and drive foot traffic to the campaign partner.

Approach

Insight The brand’s signature 2.81 Distilled process is key to its unique meaty and bold flavour.

Storytelling Introduced the concept that Mortlach was revealing the ‘Best Kept Secret of Whisky’ while amplifying the partnership with Grand Hyatt Steakhouse’s exclusive pairing menu.

Strategy Crafted key messages based on the insight to ensure consistent communication across all collaterals, influencer partnerships and media engagement.

Seeding Built and maintained relationships on behalf of the brand with top-tier media and influencers by seeding products, as well as tasting invitations.

Outcomes
+3.14 million
through local publications and influencer channels
86%
of stories featured ‘Mortlach’ in headlines or the first paragraphs
15
media and influencers secured for the exclusive tasting event and curated content
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