BACKGROUND

Despite growing to the 6^th position in the global market (and France’s No.1), Aberlour single malt whisky was relatively unknown to the general population – even citing themselves as ‘Scotland’s best kept secret.’ Equally, they hadn’t changed their communication much since their inception in 1879. There was obviously an opportunity here that hadn’t yet been tapped and WMH was asked to do the tapping.

STRATEGY

WMH looked at Aberlour’s long legacy, only to discover the founding family’s motto, ‘Let the deed show’, meaning ‘actions speak louder than words’. WMH unearthed these deeds, as it’s the people, process and place surrounding Aberlour that help create a whisky with such distinct character.

SOLUTION

All deeds were collated and, working closely with Scottish artist Liz Myhill, brought to life using traditional lino cutting and printing techniques. Creating original illustrations gleaned from books of storytelling in the 1900’s. Since launch the brand world is being applied to all consumer touchpoints, from digital to store, and from gift packaging to bars.