A luxury tasting experience

Brief: Many spirit drinkers in the UK are not familiar with US bourbon’s and even fewer know about its rich history. We were tasked to create an American whiskey experience for Buffalo Trace, the Kentucky-based distiller, to help drive awareness of their brand in the UK.

Response: To bring the taste of Kentucky to the heart of London we created a space for spirit consumers to learn more about the bourbons produced in the Buffalo Trace Distillery. Shoppers were invited to sample a range of bourbons whilst our team of whiskey connoisseurs took them on a narrative journey to introduce them to the distillery’s rich history and the spirits they produce. In beautifully designed retail bays that echoed the architecture of the Kentucky distillery, we merchandised the whiskeys amongst limited edition London merchandise to encourage customers, both familiar and new to the brand, to take a bottle or a Christmas gift home.To capitalise on the festive shopping period, the experience was situated in a high-footfall property in the centre of Covent Garden for 3 weeks in December.