The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Whisky Pop-up

The Scotch Malt Whisky Society launches pop-up bar as part of 30th Anniversary campaign

Author

By Jennifer Faull, Deputy Editor

September 5, 2013 | 2 min read

The Scotch Malt Whisky Society (SMWS) has launched a whisky and oyster pop-up bar, The Pearl Dram, in London this week as part of the Society’s 30th Anniversary campaign.

Until 8 September, SMWS are offering non-members a taste of some rock oysters along with samples of its Single Cask whiskies.

The campaign, devised by Story and Steely Fox, ties in with the start of the oyster season and aims to drive membership and raise awareness of the brand and its 30th anniversary.

Story developed the theme of pearls to tie in with the anniversary, plus name and creative assets for the campaign, including shop dressing, promotional materials, personal invites, bottle tags and menus.

Steely Fox created the whisky and oyster event.

Helen Stewart, UK brand manager at SMWS said: “Bringing every Scotch Malt Whisky Society member a new sensory adventure has always been at the heart of our philosophy. This campaign, developed by Story and Steely Fox, does exactly that but has the added bonus of introducing new consumers to SMWS and driving membership.”

Sheryl Newsome, head of creative services at Story, added: “The quirky campaign brings to life the whole essence of the whisky experience by introducing both new consumers and whisky enthusiasts to the SMWS’s collection of rare, single cask, single malt whiskies, in a setting which is fun, accessible and educational. The pairing of oysters and whisky is, in itself, a unique sensation, ensuring a whole new world of flavour is opened up and a new sensory adventure enjoyed each time.”

Whisky Pop-up

Content created with:

More from Whisky

View all

Trending

Industry insights

View all
Add your own content +