Overview
Tasked with a challenge that would solidify its reputation as a powerhouse in the spirits industry: Magrino set out early 2025 with the goal to secure the coveted cover story of Whisky Advocate magazine’s Japan Issue for not one, but two of its premier Japanese whisky clients, Nikka Whisky and FUJI Whisky. Recognized globally as a benchmark for whisky excellence, Whisky Advocate’s cover represents the pinnacle of industry acclaim, offering unparalleled visibility and prestige.
Our Solution
Magrino implemented a multi-faceted approach that focused on creating a strong, personal connection with the key editors and tasting coordinators of the cover story while showcasing the unique stories, craftsmanship, and quality of the Japanese whisky brands. Tactics included inviting the cover story’s main writer on a bespoke press trip to the Nikka Distillery in Japan as well as hand-delivering FUJI Whisky product samples of new and limited-edition releases to their office, ensuring a direct and memorable touchpoint. In addition to aligning pitches with timely industry trends and brand anniversaries.
Results
Magrino secured both whisky brands on the cover of the Fall 2024 issue of Whisky Advocate as well as multi-page feature stories, profiles and bottle highlights and more throughout the full issue
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