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Sheridan&Co give World of Whiskies the WOW factor

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By The Drum Team, Editorial

December 1, 2009 | 3 min read

Retail design agency Sheridan&Co has designed and built a new store concept for WDF’s specialist World of Whiskies brand.

WDF and its project partner William Grant & Sons appointed Sheridan&Co following a three-way pitch.

World of Whiskies is a unique travel retail fascia, specialising in single malt whisky and sells a diverse range of rare and exclusive bottles and niche brands from major distilleries. World of Whiskies has seven stores in five UK airports.

The brief to Sheridan & Co was to make World of Whiskies the airside destination for whisky buyers. Sheridan & Co’s new store concept will maintain the retailer’s reputation as ‘a haven for whisky drinkers’, but will also widen its appeal to a more diverse audience including young professional men and women.

The new store design aims to be "luxurious and inviting, welcoming both the whisky novice and the connoisseur."

The concept mixes the modern and traditional, juxtaposing a sleek, contemporary interior with a palette of seasoned materials associated with the whisky industry, such as oak and brass. The arched ceiling clad with oak aim to echo the inside of a whisky barrel.

Leicster-headquartered Sheridan&Co created an overall theme for the store of ‘discovering whisky’. On entering the store customers see the ‘Discover Your Taste’ bar where they are encouraged to sit down and sample a variety of whiskies to find the one that they like. This process is aided by the use of RFID technology that displays information on screens when the customer places a chosen bottle of whisky on the tasting bar counter. Headphones are also provided enabling the customer to listen to relevant product information as they view the screen content, helping them to make a more informed whisky choice.

Sheridan&Co has created different zones in the interior to offer different levels of customer experience depending on the time they have available.

As part of their strategy to demystify and welcome the whisky novice, Sheridan&Co has changed the traditional product segmentation to reflect lifestyle rather than the origin of each whisky. New segmentations include ‘Fireside Indulgence’ and ‘Not the Usual’, creating a more emotional connection with the product and promoting the occasions to drink whisky. Although some product will still be merchandised by origin: such as Islay, Speyside or Highlands.

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