The Glenrothes

Opportunity

The Glenrothes – an ultra-premium single malt Scotch brand owned by The Edrington Group – has been quietly making some of the world’s best whisky for more than a century. This hidden gem of a brand needed to raise its voice and reach its target consumer – high net worth individuals, and especially taste-making New Yorkers – and the launch of its 36-year-old single malt scotch provided just the right opportunity.

To give those discerning consumers and media who matter most a taste of The Glenrothes – both the uniquely bold scotch and its storied history – 360PR+ created a campaign that brought together worlds old and new.

Approach

The Glenrothes’ 36-year-old scotch came with all the right ingredients for storytelling with art and tasting activations that revealed exquisite facts and findings for this hidden gem.

  • Packaging and a dynamic NFT designed by an illustrator for The New Yorker, who melded iconic elements of Scotland and New York City to invite deeper exploration and affinity

Brought it to vivid life at a media and influencer at a historic downtown NYC inn that evoked both locales

  • Ideal setting for a first taste of the 36 Year Old, along with core offerings from the brand

  • Opened deep storytelling opportunities for multiple media verticals – from luxury lifestyle to spirits enthusiast to crypto

Used event as a springboard for a month’s-worth of media and VIP tastings at the Inn, building momentum and generating ongoing coverage

Results

A first-exclusive feature in Robb Report, followed by a flurry of coverage and social content from the event, put The Glenrothes – and its newest release – in all the right places to reach our discerning target. The Glenrothes 36-year-old sold out immediately on ReserveBar and with distributor in under 24 hours.

360PR+/CRC generated 600M+ earned media impressions in luxury, lifestyle, spirits, art and collectors’ media that included links to purchase online, driving rapid sell-through of product.

And influencers helped us reach another 1.4 million across social media, with stunning imagery from our launch event, engaging curious consumers and increasing followers for The Glenrothes.