The Balvenie

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

To launch its newest range of single malts, The Balvenie tasked Magrino with concepting a big idea that would not only garner press in the traditional beverage and whisky pages but tell an enhanced and deeper story of this meaningful new collection: The Balvenie Stories.

STRATEGY

To bring the Stories range to life, Magrino concepted and facilitated partnerships with The Lotte New York Palace and luxury travel company Celebrated Experiences. Together, they built The Balvenie Stories Suite and offered a once-in-a-lifetime whisky experience in New York City: a three-story penthouse that was an immersive experience for guests, complete with The Balvenie Stories artwork throughout, including a full mural wall and touches of peat and barley. The suite was available as a highly exclusive two-night package where whisky enthusiasts who booked it were treated to a guided tasting of the Stories range with The Balvenie Apprentice Malt Master Kelsey McKechnie alongside a multi-course dinner in the suite’s dining room, a chauffeured tour to some of the city’s best-known speakeasies specializing in Scotch, and a rare bottle of The Balvenie signed by Malt Master David C. Stewart. Magrino pitched the concept of the suite as an exclusive which ran on Departures.com to tell the travel package story. Additionally, The Balvenie Stories Suite was shown during an exclusive media preview attended by over 100 industry influencers.

SOLUTION

In addition to the Departures exclusive, Magrino garnered key placements in Food & Wine, Elite Traveler, The Manual, Delish, and Yahoo! Travel. Additionally, utilizing brand representatives David C. Stewart and Kelsey McKechnie, Magrino secured tastings and placements with Bloomberg Radio, Cheddar TV, Whisky Advocate, and The New York Times. Finally, an influencer focused event in the suite for content gathering resulted in over 100k impressions on Instagram. As the global launch for the brand, this was a highly successful campaign which placed the brand in new press verticals (travel, business & lifestyle), reaching new audiences.