In an era of small batch, craft whiskies, how does the world’s most awarded single malt whisky rise above the noise? The answer is to innovate. Glenfiddich rewrote the whisky rule book with the launch of the Experimental Series, and entrusted it’s arrival into key trade venues in Sydney and Melbourne to Yakusan.
We designed and produced a suite of in-venue assets aimed at drawing attention, driving talkability and prompting trial in strategic bars. The flagship venue, Zeta Bar at the Sydney Hilton, played host to a takeover as the Experimental Series brand identity adorned the back bar, walls and point of sale with projections & styling installations.
These in-venue kits will continue to circulate through trade venues, especially as new Experimental Series expressions are added to the portfolio in 2019 and beyond.