Whiskey Union is a brand from global alcoholic beverage production leaders DIAGEO. It was launched as an innovation lab for the development of new and unconventional flavors in the whiskey segment in 2013.
New products need new ways of marketing, so we decided together with our client Whiskey Union, their founders and local amplifiers to introduce the experimental products 100% digitally for the first time in DIAGEO’s history. We were part of this launch from the beginning, working with the client to develop the long-term new media strategy for new flavors in for the Germany/Austria/Switzerland market segment.
Our services included content production, production support, planning and implementation of influencer collaborations. editorial distribution of the social media channels and the development of Whiskey Union’s online presence. Additionally, we provided editorial support for the Whiskey Union founders before and after #whiskeyunion events.