Distillery Director, a whisky discovery
subscription
subscription
Hands-on access to the craft of whisky making
The subscription service was designed to give consumers access to undiscovered distilleries, rare and unusual whiskies, and the knowledge of the craftspeople who make them. Consumers also got to be hands-on with the process by creating a unique 'Directors Edition' single malt, from selecting the grain to barrel ageing to the final blend.
Each monthly pack contained everything required to understand and participate in the whisky-making process. Packs included rare single-barrel samples, tasting notes, blending kits, and ultimately, a limited edition 'Directors Blend' Single Malt created using the feedback from Distillery Director members.
Unlocking brand value for Diageo's lesser-known single malts
In addition to creating a unique experience, the Distillery Director program used previously untapped potential within Diageo's portfolio of smaller distilleries. Distillery Director was designed to create a new revenue stream and exposure for some of Diageo's less well-known single malts.
My Role
Creative Direction
Graphic Design
Brand Strategy
Product Design
Print Production
Client
Diageo
Agency
Independents United
Contributors
Photography: Steve Ryan
Graphic Design: Love Creative