First created as a gift for Her Majesty Queen Elizabeth II on the day of her Coronation in 1953, Royal Salute Scotch Whisky marked another milestone in 2023 with the creation of the Royal Salute Coronation of King Charles III Edition. When the Global launch plans were ready for prime-time launch timed to the Coronation of King Charles III, the team came to Magrino to handle the U.S debut. With only 56 bottles allocated to the U.S, along with a high-price point, the brand needed an impactful public relations plan that inspired impactful coverage in order to reach the luxury minded consumer.
Magrino implemented on a two fold integrated approach; a Media Press Trip to Westminster Abbey in London with an intimate group of luxury journalists as well as a NYC Media Tasting event at newly opened Casa Cruz to lifestyle media and influencers, led by the Global Brand Ambassador. Both experiences offered first-hand access to the key stakeholders that made the launch possible, immersing them in the brand history and future, an opportunity that may not come again for decades. Both experiences integrated luxury lifestyle journalists as well as social media influencers and campaign moments prior to the brand in-market debut ensuring a robust line of press and posts were lined up for a successful launch.
Magrino has secured more than 200MM media impressions in less than two months for the launch the Royal Salute Coronation of Charles III Edition, including feature story placements in Bloomberg, FORTKingUNE, Galerie Magazine, Forbes, Barron’s Penta and Town & Country. In addition to Town & Country’s multi page feature, the magazine’s instagram page reported live from the Westminster Event in a multi story post reaching the page’s 800k + followers.