Making Single Malt Fashionable

anCnoc - International Beverage / Tin Man

 

Successfully establishing a new generation of drinkers, the Making A Single Malt Fashionable campaign was created by Tin Man to drive forward the anCnoc boutique whisky brand. The campaign tapped into the 25 to 34-year-old target group’s passion for fashion, entering their world as an Accessory of Choice. Branded pocket squares and neck scarves designed by whisky fan, Saville Row tailor, designer and TV judge on BBC’s Great British Sewing Bee Patrick Grant provided the perfect link. The design also featured on limited edition Blas (Gaelic for taste) bottles of the whisky. The Tin Man initiative generated mass coverage and the main retailer of anCnoc sold out. Brand Manager for anCnoc Stephanie Allison said: “For the first time we’re seeing growth in the 25 to 34-year-old age bracket, which is essential for establishing our next generation of whisky drinkers.”

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