work

The Balvenie

Initiative

To increase trial and fuel loyalty among both the established single malt drinker and the sophisticated learner, Grow developed an integrated marketing program for The Balvenie single malt scotch. Partnerships with like-minded lifestyle venues and charitable giving organizations were forged to acquire new consumers where sampling was extended to attract brand look-alikes in unexpected ways.

In addition, our team refreshed The Balvenie’s look and feel and extended this more modern expression of the brand to the sell-in tools, retail display and event experience that we revamped.

Results
  • Sampled 7,500+ influential scotch newbie’s and sophisticates at 50+ customized events
  • Increased Balvenie's loyalist database by 30%
  • Introduced the brand to 150+ influential lifestyle publication editors