HAKU VODKA FOR HOUSE OF SUNTORY

wE EDUCATED THE TRADE ON THE SIMPLISTIC ARTISTRY OF CONTEMPORARY JAPANESE CRAFTSMANSHIP

A beautifully executed trade launch event at Japan House, using creative installation, venue dressing and a master distiller led tasting experience
to communicate the dedication and craft behind Haku Vodka.

3D Visual Space Design | Production and Installation Management | Event Management | Tasting Experience

THE CHALLENGE

This launch event would be the first experience key customers and trade would have of Haku: making a sensational first impression was essential. In light of this, Wonderworks were challenged to educate the media and key customers through a multisensory tasting experience.

THE INSIGHT

Haku’s rich brand history, heritage and uniquely Japanese distillation technique served as perfect inspiration to educate the media and key customers. The brand world lent itself to a partnership with Japan House: a premium Japanese cultural centre, celebrating the heritage, art and design of Japanese artisans. This complemented Haku’s clean, creative and contemporary take on Japanese craftsmanship.

THE APPROACH

We embraced Haku’s key USPs throughout the experience; from an art installation that combined bamboo charcoal with an authentic Japanese rice garden, to an immersive rippling water projection all set in the dramatic venue which underlined the contemporary approach of this brand. Guests were then invited to a formal tasting presentation by our honoured Japanese master distiller, Mr Torii, and invited to enjoy delicious Haku cocktails surrounded by
a contemporary Washi paper installation (a nod to the traditional Japanese paper used for Haku labels).

THE WONDER

The launch event generated commercial discussions and resulted in some key on trade and off trade listings. Trade PR coverage positioned the brand as the craft / contemporary disruptor to the vodka scene, a must for any discerning venue or consumer.