What can Whisky learn from Gin?
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This is a synopsis of a presentation by Nick Gray, Director at Design Bridge, shown at the World Whiskies Conference in Scotland, April 2011. Mixing the traditional with the contemporary - what can whisky learn from gin?
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What can Whisky learn from Gin?
- 1. Mixing the traditional with the contemporary: are there lessons to be learnt from gin? A presentation to the World Whisky Conference, 12 April 2011 Nick Gray
- 2. Contents… What is Design Bridge; what do we know about Whisky or Gin? What do whisky brands stand for? Perceptions of whisky The world today; the birth of “Rivivalism” Charting the rise of gin over the past 15 years What can whisky learn from gin? Conclusion 2
- 3. What is Design Bridge? 3
- 8. 8
- 9. What do we know about gin or whisky? 9
- 10. The Macallan 1824 Collection Telling a good story Highland Distillers/Edrington Challenge Solution Group The Macallan doesn’t have enough aged whisky to meet future Our story is, ‘1824: The Masters of Spirit and Wood’. We Global demand in global travel retail. The solution was to withdraw its identified each chapter (whisky type), created the variant Whisky/Duty Free range of aged products and replace it with a new un-aged names and wrote the copy. Our creative idea, the story line, blended range – a breakthrough innovation in the market. runs through all the touchpoints, unifying the range. © Design Bridge 10
- 11. Chivas Regal 12 Centenary Edition Travel edition Pernod Ricard/Chivas Bros Challenge Solution Global Following our previous limited edition tin design in 2008, Our design captures the experience of ‘Luxury travel’. The Whisky our brief was to design an exclusive travel retail gift tin. 3D texture pays homage to the diamond etched pattern on The new premium packaging needed to clearly communicate Chivas Regal 12’s core outer packaging. The new gift box ‘exhuberant luxury’ and convey travel cues. forms a protective case around the premium spirit inside. © Design Bridge 11
- 12. International bottle before Teacher’s Highland Cream A modern education Beam Global Challenge Solution Global Teacher’s Highland Cream has three key markets; Brazil, India Our big idea, ‘The right spirit’, helped us define the values Whisky and UK. With different packaging in each, the brand required a of care, simplicity and dignity that set the tone for Teacher’s’ unified global image. Our brief was to create an ownable 2D & new image. The contemporary use of a marque found in the 3D solution to make Teacher’s relevant and contemporary. archives pays homage to the brand’s impressive history. © Design Bridge 12
- 13. Beefeater Made in London Chivas Brothers Challenge Solution Global Beefeater had been neglected for several years and, as a Beefeater now exudes the spirit of ‘Authentic London’. Gin result, had lost its premium positioning in many global markets. In Spain, the second biggest gin market in the world, The brand’s image needed to reflect its rich provenance as the sales increased 14% in the first nine months and, in only London Gin still actually produced in London. the developing market of Russia, sales shot up by 37%! © Design Bridge 13
- 14. Beefeater 24 Daring London Glamour Chivas Brothers Challenge Solution Global With a new super premium blend, Chivas Bros hoped to The big brand idea, “Daring London Glamour”, captures Gin cement Beefeater’s place as the worlds leading gin brand. the duality of London’s glamour and danger. Our name, Having helped establish Beefeater Dry as the everyday long 24, pays homage to the city’s 24 hr culture and the 24 hr drink, we needed to create a compelling story for the new offer. distillation. In Spain, 2009s stock was sold in the first qtr. © Design Bridge 14
- 15. What do whisky brands stand for? 15
- 16. What do whisky brands stand for… In general: Heritage, provenance, quality ingredients, age… Be it: Single malt Blend Bourbon And a few mix the traditional with the contemporary… 16
- 17. Jack Daniels Balancing authentic heritage with a modern rock 'n’ roll popular culture Vs.
- 18. Perceptions of whisky 18
- 20. Status 20
- 21. Class $55 $90 $220 $650 $1,950 21
- 22. Wealth 22
- 23. Aged: 70 year old Glenlivet for £13k (090311) 23
- 24. Progression 24
- 25. The world today; the birth of “Revivalism” 25
- 26. The world today… More of us living in cities… UK 1950 – 79% living in cities 2030 – 92.2% predicted to live in cities China 1950 – 13% living in cities 2030 – 40% predicted to live in cities Botswana 1950 – 2.7% living in cities 2030 – 61.2% predicted to live in cities With numbers set to rise will our perceptions of status change? 26
- 27. Revivalism… An urban revolution that is reviving: • old customs and hobbies • time-honoured traditions • a simpler way of life • local initiatives in a digital age • forgotten brands “People are fed up with the economic and social model of mass production and consumption” Jeffrey Saunders The Copenhagen Institute for Future Studies 27
- 28. For Example: Old customs, hobbies and fashions 28
- 29. Fashion (beard comeback in 2008) 29
- 30. Hobbyism (retro bike culture) 30
- 31. Old customs (Bleeding Thumb Whittling Club) 31
- 32. For Example: A simpler way of life 32
- 33. 33
- 35. Eagle Street Rooftop Farm (Be Local) 6,000 square foot green roof organic vegetable farm located atop a warehouse rooftop in Greenpoint, Brooklyn. During New York City’s growing season, the farmers at Eagle Street Rooftop Farm supply a community supported agriculture (CSA) program, an onsite farm market, and bicycle fresh produce to area restaurants. 35
- 36. Urban bee keeping (Be Local) 36
- 37. Pret A Manger – Conduit Street (Micro even when your Macro) 37
- 38. Charting the rise of gin over the past 15 years 38
- 39. A noticeable split spotted five years ago 39
- 40. Beefeater creative brief Beefeater needed to rediscover the authenticity of its London roots.
- 41. Beefeater Made in London Chivas Brothers Challenge Solution Global Beefeater had been neglected for several years and, as a Beefeater now exudes the spirit of ‘Authentic London’. Gin result, had lost its premium positioning in many global markets. In Spain, the second biggest gin market in the world, The brand’s image needed to reflect its rich provenance as the sales increased 14% in the first nine months and, in only London Gin still actually produced in London. the developing market of Russia, sales shot up by 37%! © Design Bridge 41
- 42. Beefeater 24 - Daring London glamour
- 43. Daring London glamour - naming
- 44. Beefeater 24 Daring London Glamour Chivas Brothers Challenge Solution Global With a new super premium blend, Chivas Bros hoped to The big brand idea, “Daring London Glamour”, captures Gin cement Beefeater’s place as the worlds leading gin brand. the duality of London’s glamour and danger. Our name, Having helped establish Beefeater Dry as the everyday long 24, pays homage to the city’s 24 hr culture and the 24 hr drink, we needed to create a compelling story for the new offer. distillation. In Spain, 2009s stock was sold in the first qtr. © Design Bridge 44
- 45. Daring London glamour – launch event
- 46. Gin timeline in 21st Century USA 2000 2008 2008 2009 UK 2009 2009 2009 2009 2010 2010 2010 2010 UK 2003 46
- 47. Hendricks A pioneering gin from a whisky stable (It’s not for everyone!) 47
- 48. Sipsmith Small Batch, Traditional Recipes 48
- 49. Passion, breaking new ground, uncovering lost recipes 49
- 50. Innocent drinks and Sipsmith; 0.3 miles of separation! 50
- 51. Sipsmith “…people are talking about it and if anything it sort of started a movement which is pretty powerful stuff” Tim Hayward Food writer, Broadcaster Speaking at The Observer Food and Drink Awards 2010 51
- 52. An URBAN spirit reviving craft and fine ingredients 52
- 53. Small Batch - Handcrafted 53
- 54. A blurring of boundaries 54
- 55. Symbols of heritage tradition and authenticity 55
- 56. Aged: Nolet Reserve Gin £700 (100311) 56
- 57. 57
- 58. 58
- 59. What can whisky learn from gin? 59
- 60. What can whisky learn from gin? Age and sipping are not sacred – boundaries are getting blurred. Nu-austerity in Western markets has dampened appetites for images of status. Revivalism captures a craving for craft and simple pleasures in life, spawning brands like Sipsmith. Gin has successfully mixed images of tradition and contemporary, as a true reflection of its roots – i.e. cities. 60
- 61. Conclusion and the paradox of revivalism Gin is by association an URBAN spirit; Whisky a RURAL spirit. Many URBAN brands are embracing revivalism, which paradoxical assimilates RURAL practices. Whisky has long been associated with status but has started to curb overt shows of wealth in many markets. Whisky has all the raw ingredients to embrace revivalism but… • will its RURAL roots hamper such a course • will market pressures determine its course Is Revivalism just a fad? If not is whisky on borrowed time? (the start of their evening and the end of yours?) 61
- 62. Thank you Intellectual property Please note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way. Confidentiality The contents of this proposal are strictly confidential between Design Bridge and the company to whom the proposal is addressed, and may not be shared with any other party without Design Bridge’s permission.