The Scotch Malt Whisky Society (SMWS) is to promote to its whiskies within specialist whisky and high-end bars across the UK with a campaign targeting discerning whisky customers and high spenders.
Developed by Story, the ‘An ever changing sensory adventure….’ campaign will run from this month, initially across the UK before rolling out internationally with a focus on flavour, communicated through four illustrations inspired by tasting notes from the Society’s key flavours.
Helen Stewart, UK brand manager at SMWS, commented: “Our aim has always been to intrigue, entertain and delight our members with our carefully selected single malt casks. We now want to make it easier for whisky lovers, who are not members, to have the opportunity to sample and taste our ever-changing variety of whiskies by making them available in specialist and high end bars.”
Sheryl Newsome, head of creative services at Story, added: “The challenge was to make the various numbered SMWS whiskies come to life amongst the many branded whiskies in a bar. We harnessed the Society’s key typical whisky flavours, given no two casks are the same, and created four unique, inspired illustrations to help us highlight these.”
Included in campaign activity is a suite of bottle tags, canvas posters, menu cards, whisky coasters and glass cards which will sit on the Society’s dram glass.