Whisky Concept Boards
3
CONTENT OUGD 203 - BEN HARWOOD PROBLEMS 1. Women don’t tend to drink scotch whiskey 2. Whiskey design continues to stay traditional 3. The brand needs to be effectively marketed towards its target audience and inform them about the product. 4. The name of said whiskey 5. Promotion of whiskey is also traditional, (print based) MESSAGES TO DELIVER 1. I can do editorial/publications... 2. This whiskey is sexy, modern, sophisticated and expensive. 3. Getting peoples excited/talking about a propsed product. 4. Big clever marketing ploy. 5. Drinking this whiskey will improve your life. FACTS ON SUBJECT 1. Predominantly male drinkers. 2. This whiskey is sexy, modern, sophisticated and expensive. 3. Whiskey used to be called aqua vitae = lively water 4. Aqua Fortis = Strong Water 5. Male subservance/women ruling FACTS ON COMPETITION 1. Predominantly male drinkers. 2. Most of marketing aimed at men 3. Many of the name of the whiskey’s are men’s names. 4. Pride themselves on their experiences whisky blender which are all male. AROMAS OF WHISKEY Blended scotch: 1. Nose: Honey sweetness, major influence of oak, vanilla. 2. Sweet honey and nutty, Bourneville chocolate. 3. An aromatic infusion of wild herbs, heather, honey, and orchard fruits. 4. Light, fragrant with hints of vanilla and oak. 5. A perfectly balanced blend of Scottish heather and honey, with delicate notes of unripened pear and a hint of oak. 6. Full aroma, well-balanced oak with a hint of citrus orange. 7. The subtle notes of bittersweet chocolate, dark toffee, and bacon fat sneak up on you only after a couple of minutes of air exposure. One of the more complex and elegant bouquets in Scotch blends. Buttery, oily, luscious. HOW WHISKEY IS MADE Washed, mashed, fermented, distilled and matured. -HEATHER GREENE “I did just did an event at Whisky House and it was called Why Your Wife Should Drink Scotch and we talked about how aroma properties are an aph- rodisiac, like there are studies that show that spice and nuttiness and pumpkin increased blood flow to a man’s…region…shall we say.” -HEATHER GREENE “I’m just trying to make women comfortable, show them an arena in the food and beverage world that they can explore and really enjoy. Women tend to have an incredible, wonderful sense of nosing and tasting and they traditionally, in many studies, outscore men in their ability to identify aroma and flavor.” -HEATHER GREENE “Well actually it wasn’t traditionally marketed to men. It was something that women were very comfort- able drinking in the ‘30s, ‘40s, and ‘50s, and around the world there are women who drink whisky.”
-
Upload
ben-harwood -
Category
Documents
-
view
227 -
download
3
description
Some boards outlining my concept for progression...
Transcript of Whisky Concept Boards
CONTENT OUGD 203 - BEN HARWOOD
PROBLEMS 1. Women don’t tend to drink scotch whiskey 2. Whiskey design continues to stay traditional 3. The brand needs to be effectively marketed towards its target audience and inform them about the product. 4. The name of said whiskey 5. Promotion of whiskey is also traditional, (print based)
MESSAGES TO DELIVER 1. I can do editorial/publications... 2. This whiskey is sexy, modern, sophisticated and expensive. 3. Getting peoples excited/talking about a propsed product. 4. Big clever marketing ploy. 5. Drinking this whiskey will improve your life.
FACTS ON SUBJECT 1. Predominantly male drinkers. 2. This whiskey is sexy, modern, sophisticated and expensive. 3. Whiskey used to be called aqua vitae = lively water 4. Aqua Fortis = Strong Water 5. Male subservance/women ruling
FACTS ON COMPETITION 1. Predominantly male drinkers. 2. Most of marketing aimed at men 3. Many of the name of the whiskey’s are men’s names. 4. Pride themselves on their experiences whisky blender which are all male.
AROMAS OF WHISKEY Blended scotch: 1. Nose: Honey sweetness, major influence of oak, vanilla. 2. Sweet honey and nutty, Bourneville chocolate. 3. An aromatic infusion of wild herbs, heather, honey, and orchard fruits. 4. Light, fragrant with hints of vanilla and oak. 5. A perfectly balanced blend of Scottish heather and honey, with delicate notes of unripened pear and a hint of oak. 6. Full aroma, well-balanced oak with a hint of citrus orange. 7. The subtle notes of bittersweet chocolate, dark toffee, and bacon fat sneak up on you only after a couple of minutes of air exposure. One of the more complex
and elegant bouquets in Scotch blends. Buttery, oily, luscious.
HOW WHISKEY IS MADE Washed, mashed, fermented, distilled and matured.
-HEATHER GREENE “I did just did an event at Whisky House and it was
called Why Your Wife Should Drink Scotch and
we talked about how aroma properties are an aph-
rodisiac, like there are studies that show that spice
and nuttiness and pumpkin increased blood flow to a
man’s…region…shall we say.”
-HEATHER GREENE “I’m just trying to make women comfortable, show
them an arena in the food and beverage world that
they can explore and really enjoy. Women tend to have
an incredible, wonderful sense of nosing and tasting
and they traditionally, in many studies, outscore men
in their ability to identify aroma and flavor.”
-HEATHER GREENE
“Well actually it wasn’t traditionally marketed to
men. It was something that women were very comfort-
able drinking in the ‘30s, ‘40s, and ‘50s, and around
the world there are women who drink whisky.”
CONTEXT OUGD 203 - BEN HARWOOD
METHOD OF DELIVERY OUGD 203 - BEN HARWOOD
1 NAME/LOGO HeatherLorraineAqua VitaeBanffLenoreRohnaEdana Aroma
DIFFERENT AGES OF WHISKEY 1. 12 Years 2. 15 Years 3. 18 Years 4. 25 Years
5 AROMAS OF WHISKEY UNDER NAME 1. Honey sweetness, major influence of oak, vanilla. 2. Sweet honey and nutty, Bourneville chocolate. 3. An aromatic infusion of wild herbs, heather, honey, and orchard fruits.4. Full aroma, well-balanced oak with a hint of citrus orange.5. A perfectly balanced blend of Scottish heather and honey, with delicate notes of unripened pumpkin and a hint of oak.
EVENTS, TO TRY AND TASTE 1. London, Edinborough, Manchester, Liverpool, Bristol, Brighton 2. Celebrity Speakers? 3. Proffessional Advice on how to tase, what to look out for and how to smell.
PUBLICATIONS PER AROMA 1. Outlining History 2. Blending Process 3. Imagery4. Interviews with women that like whiskey, famous, idols.
WEBPAGE WITH LINKS TO EACH OF THE AROMA’S 1. History 2. Imagery 3. Links out to social media
4. How to...Cocktails
APP WITH INFO ON EACH FOR THE AROMA’S 1. Similar to web page info 2. News updates 3. Potential QR code involvement
SPECIAL EDITION, PRINTS / POSTERS 1. Nice typographic prints, high quality imagery 2. Each poster to follow colour scheme/style of other aroma’s 3. Related to Fashion designer idea...
TSHIRTS/FASHION DESIGNS 1. Similar to jack daniels t- shirts but more feminine 2. Maybe purse, clutch and handbag route rather than t shirts...accessories
SPREAD IN POPULAR MAGAZINES (FEMALE)1. Cosmopolitan Spread - ‘why you should start drinking whisky’ 2. Don’t be afraid of whisky 3. Woman and Home4. Country Life
FASHION DESIGNER COLLABORATION 1. Similar to what ‘Chivas’ have done with vivienne westwood but with a potential female scottish fashion designer. 2. Incorporate the whiskey into the fashion publications - joint portfolio shop booze and clothes.
