DEANSTON: THE MAKER’S HUB ACTIVATION
ATTRACTING THE ATTENTION OF ENTREPRENEURS IN THEIR OWN ENVIRONMENT
Deanston is a whisky which champions those who have a spark of entrepreneurial vision, ambition and belief. A partnership with WeWork co-working space, and craftspeople who are ‘The Makers of Today’ was the canvas for an engaging & inspiring evening of entrepreneur led storytelling and whisky tasting.
Concept Development | Partner Engagement | Event Management | Asset Creation
Deanston is a hand-crafted single malt whisky in a very cluttered and declining market. A more youthful positioning needed to be activated to drive awareness & trial with a new audience who resonate with the brand values and are looking for a discerning choice in whisky.
Entrepreneurialism is at the heart of many scotch whisky brands, and while compelling it is not the base for a differentiated brand story. We knew that if we could activate the tension between the entrepreneurial spirit, and the crafting of the liquid we could connect the brand with a likeminded audience. Co-Working spaces are where we find this tribe in an urban landscape. Modern craftspeople are the bridge between the craft and entrepreneur stories.
We developed a partnership with WeWork London as the hosts of a brand education & sampling activation. WeWork members are the right target audience, and jumped at the chance to hear from “Makers of Today”, learn about and taste Deanston whisky for the first time.
An intimate tasting event format was developed, with a full suite of assets to support the brand activation.
Alice Walsh, London craft jeweller co-hosted the interactive session with the Deanston Brand Ambassador. Sharing their stories of craft, business and whisky with a room of fellow entrepreneurs.
The pilot event established a partnership with WeWork, and a toolkit of assets and guides to recreate the activation globally.