Overview
In the Fall of 2022 Nikka Whisky launched its first set of releases from the “Nikka Discovery Series”: Single Malt Yoichi Non-Peated and Single Malt Miyagikyo Peated. Celebrating experimentation, these two ultra premium limited-edition releases pushed barriers within the Japanese Whisky category and set a new chapter for the Nikka brand. Magrino was tasked with amplifying the launch through strategic, sample seeding with limited liquid and thoughtful storytelling.
Our Solution
Magrino was responsible for creating the official press release for the U.S Market and seeding samples and pitches to earn impactful media coverage. Utilizing the agency’s strong connections amongst key spirit and whisky writers and unique understanding of the whisky world, a customized media mailer of small tasting samples was sent to a select group of journalists along with engaging press materials that bought the Discovery Series to life and reached the brand’s target demographic.
Results
Magrino secured more than 35MM media impressions for the new liquid and over 20 placements in outlets such as Robb Report, Shanken News Daily, Men’s Journal, GQ Magazine, and Whisky Advocate and more within a three-month period.
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