On behalf of Phillips Beverage Co, Minneapolis, we took on the task of introducing a new brand into the tired old Canadian Rye Whisky category.
We found that younger males did not like the taste of Rye Whisky. It’s also associated with an older generation. Adding spices to smooth out the taste, but keeping the same alcohol level, the Revelstoke Spiced Canadian Whisky was created, ‘Strong, smooth whisky from a country that requires it’ made it ok to drink a spiced whisky, because it was still strong, therefore manly.
We developed the product name, packaging, and advertising, based on the same ‘smooth, but strong’ image.
The first brand collaboration with Maxim Magazine in North America was negotiated to introduce the brand through live events, parties, online, and print advertising. Goals were exceeded, the media chattered about it, and university text books featured it.
