William Grant
shopper marketing
Insight: A truly personal holiday gift requires thought, care and a touch of wonder.
When you gift a glass of whisky, you’re not just gifting a bottle, you’re gifting wonder.
There’s magic in every dram, every drop and every glass, its essence enhanced by all five senses. From the rich color you can almost taste, to the aroma that makes your eyes widen, from the unparalleled smoothness you feel as it hits your lips, to the instinctive “ahhh” after each sip. No whisky experience is the same—it’s refreshingly personal, delightfully thoughtful
and undeniably exceptional… Something you must receive to believe. That’s the true wonder of whisky.
We’re bringing wonder and personalization to the holiday season by creating a customized gift that immerses shoppers in a full-sensory gifting experience. Shoppers will go on an interactive journey through the path to purchase with messaging that encourages them to give the wonder of whisky.
Shoppers will get help and education in selecting the right gift for the right person through mobile microsites and applications before they hit the store. During the shop phase, we’ll utilize unique digital, tech and elements to incorporate each of the senses, giving people a chance to truly grasp the wonder of whisky. An immersive display will draw shoppers in and let them explore the four wonders. After shoppers leave the store, we’ll help bring them back in for repeat gifting purchases—and make their gifts stand out as an ultra-personalized and thoughtful holiday present.
We’re truly celebrating the wonder of whisky during the most wonderful time of the year by tapping into:
Impression: The quiet, calming sound of the perfect pour. The texture of a traditional, refined glass in hand. The artistry of the bottle, its label, its elements.
Character: The taste as each sip hits your lips. The flavors that pour over you. Its essence, enhanced by its smooth, silky finish.
Aroma: The subtle sweetness from within. The vibrant notes that envelop your senses. Its hints of freshness, complexity and intensity.
Integrity: The quality that goes into every cask. The unwavering craftsmanship that’s spanned generations. The care and thought each bottle represents.
A scalable and interactive display will set Glenfiddich and The Balvenie apart, using a full-sensory experience to draw shoppers in.
A center console will feature interactive and immersive elements, encouraging shoppers to experience The Wonder of Whisky. A digital screen in the center will give shoppers access to a variety of elements and resources, such as a gifting quiz, a gifting guide, a way to invite their friends to discover their perfect whisky and a sensational video. Speakers will provide a surround-sound effect when watching the video. An aroma mister will give shoppers the opportunity to push a button (there will be four total) and actually smell the whisky notes. In addition, tasting strips will let shoppers pick out the different flavors within each whisky on the spot.
The two racks on either side, which can easily stand alone, will describe the four wonders in greater detail with a strong call to action, encouraging them to purchase a personalized
gift on-the-spot.
Geo-targeted banner ads encourage shoppers to visit their nearest Total Wine & More, thanks to a convenient store locator.
Taste strips at shelf will help even the most discerning whisky shopper choose the right gift. Strips will be wrapped individually in a pack featuring explanatory tasting notes.
A video shelf vision in-aisle will encourage shoppers to learn more about the four wonders, each with an immersive short film. Shoppers will discover how to pick a truly personalized gift by watching the wonders of whisky at work.
A seasonal circular addition, partnering with Total Wine’s loyalty programs (& More Rewards and Total Discovery), will incentivize purchase and encourage increased basket size.