Single Malt Whisky Flavour Campaign
By demystifying and authenticating the many flavours that consumers may come across, we’re helping to make Diageo whiskies more accessible to a wider audience.
We brought to the project a wealth of knowledge about whisky regions’ traditional flavour profiles, and about where flavour comes from in the distillation and maturation process. We already understood which flavours could be communicated rapidly and recognisably to consumers to truly reflect the whisky.
Demystifying whisky to grow market share
Flavour, rather than age, is increasingly a critical selling point. Our insight was to illustrate natural and familiar flavour cues, starting with an introduction to those found in the various whisky regions of Scotland.
From there, we delved deeper into how they manifest themselves in the individual whiskies of each region. We photographed over a hundred flavours and designed 45 key visuals for different brands.