Challenge:
Help us re-imagine Whiskey
https://www.ebay.com/itm/402768178171
Solutions:
1.What is your product idea for a brand new Whiskey?
Vitamins and fiber. Old St Andrew's American Whiskey.
Let’s face it - the more people drink, the less money they have to put towards a healthy diet. Plus, even with light drinkers, there’s this feeling that, while whiskey might make you feel good, it’s empty calories.
- What is your brand?.
Old St Andrew's American Whiskey.
Old St. Andrews Clubhouse is 'The rich and fruity one'. An exceptional blend of rich fruit flavors balanced with a hint of peat smoke and an undertone of sweet spiciness that leaves a fresh, mouth-watering finish. This exceptional blended Scotch whisky contains grain and mature malt whiskies from Speyside, Highlands and Islay.15 different malt whiskies and three grain are used in the blend, which adds considerably to the smooth character. St Andrews is the home of golf, the beautiful bottle represents the trinity between Golf, Scotland and Whisky.
https://www.ebay.com/itm/402768178171
- What is special or unique about the Whiskey?
Whiskey is ripe for experimentation right now and distillers are switching up every step of the process. They’re using new grains, changing their casks, and taking the aging process mobile. Some of these experiments make for great new whiskeys, while others end up tasting like something you’d use in a medieval witch hunt. But you know what they say, nothing ventured, nothing gained.
Even in this modern age, whiskey making is still a bit of an art form. Distillers currently adjust their product empirically at the end of a long process of brewing, filtering and aging. They blend different batches to achieve a certain flavor. But until now, no one has systematically studied the effects of the LCP step, so named for the county where the original Old St Andrew's American Whiskey. was located.
- Who is your target customer? Who will this Whiskey appeal to? Why?
Youngsters. Personally, I’d always be inspired by an ad that promotes the flavor of the whisky, accompanied by some production credentials, such as a particular cask provenance. Then I could luxuriate in the details, and think: ‘Wow, must buy it!’
But I’m also drawn to ads with emotional and lifestyle appeal, without any technicalities. A dramatic landscape, ideally coastal, that’s home to a lone distillery can have a deeply romantic allure.
Similarly, an image of someone enjoying a particular lifestyle, which is celebrated with a glass of Scotch whisky, makes me think: ‘That could be me. It should be me. And, if I buy that brand, it will be me.
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https://www.ebay.com/itm/402768178171
Why is your idea culturally relevant?
Given overwhelming evidence for the primacy of sociocultural factors in determining both drinking patterns and their consequences, it is clear that ethnographic research findings on the social and cultural roles of alcohol may have important implications for policy-makers - particularly in areas such as Europe where economic and political ‘convergence’ could have significant impact on drinking-cultures and their associated lifestyles.
From the ethnographic material available, it is clear that in all cultures where more than one type of alcoholic beverage is available, drinks are classified in terms of their social meaning, and the classification of drinks is used to define the social world. Few, if any, alcoholic beverages are ‘socially neutral’: every drink is loaded with symbolic meaning, every drink conveys a message. Alcohol is a symbolic vehicle for identifying, describing, constructing and manipulating cultural systems, values, interpersonal relationships, behavioral norms and expectations. Choice of beverage is rarely a matter of personal taste.If you were to announce the launch of your new Whiskey on Twitter, what would your tweet be?
American Whiskey.
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https://www.ebay.com/itm/402768178171
- Provide a visual to bring your product to life. Your visual must include the packaging and label of the product. It is optional to also include the glass/bottle style.