ThreeBrand tasked with development of Sirius whisky branding
A branding project to launch whisky brand Sirius Intrepid Whisky Purveyors has been completed by ThreeBrand.
The Sirius brand was launched in Las Vegas last month by collector Mahesh Patel, as a result of the world’s most expensive bottle of whisky being bought at The Dalmore Distillery, with Patel’s view that grain variety whiskies become extremely rare and highly collectable over time.
This led to ThreeBrand creating the brand concept including DNA, packaging design and support sales materials, as well as resources for the launch exhibition which took place at the Wynn Resort in Las Vegas, attended by the agency’s creative director Nick Cadbury and client director Lisa Gray.
Cadbury explained: “We were recommended to Mahesh through a current whisky client and immediately took to his idea, enthusiasm and approach. The brief was to create an innovative new premium brand, which would challenge the usual independent whisky bottler genre.”
He continued: “We provided a simple solution using black and white - one for malt, one for grain. The creation of brand name – which literally means the brightest star in the sky – and icon, was pivotal to capturing the lengths Mahesh was prepared to go to whilst looking for this rare liquid.
“The “Nth” Universal Whisky Experience was the perfect launch pad for Sirius and we’re confident that the exclusive range will be popular with whisky connoisseurs across the world.”
The Sirius range is made up of four whiskies of limited stock due to the nature of the spirit. One comes from a rare cask from The Dalmore, two are rare single grain whiskies and another is a single malt from Fettercairn.
Patel, CEO of Universal Whisky Experience, explained that he began his search to create the brand in Scotland having spent a decade visiting distilleries in the country, in order to find the best stocks.
“When sampling my whiskies, I focus particularly on mouth feel, texture and finish and use my trusted blindfold method.
The key for me is the drinking experience, its enjoyment and its delivery, which is what led me to the single grains in particular. It was important for the Sirius brand to reflect all of this – from the DNA to packaging and support sales materials,” he added.
The range was unveiled at the ‘Nth’ Universal Whisky Experience to a select audience of whisky connoisseurs, collectors and enthusiasts.