Whisky Promotion: Retail Campaign

The original brief for this was to create a 2 page press insert highlighting Checkers Liquorshop’s offers around World Whisky Day. Driven by the insight that whisky was perceived by many consumers as “an old man’s drink”, I expanded on the brief by creating an additional digital publication, which included extra content such as tasting notes, food pairings and education around whisky in order to make the category more accessible and appealing to a larger audience. More premium suggestions were made alongside best-sellers with a similar flavour profile in order to upsell the product offering and establish Checkers as a thought leader in the category. I also expanded the format of the press insert to a 3-fold leaflet, which allowed for extra content at minimal extra cost. Over the campaign period, sales increased by 191% for the whisky category, and 72% for the entire liquor category: a huge success.