Celebrating Great Craft

Challenge
BenRiach are producers of fine Scottish Malt Whisky. Founded in 1898, the Speyside distillery has an outstanding reputation for creating incredibly characterful whisky expressions.

The leadership team were, simultaneously, celebrating a decade under new ownership and also looking to exit. They wanted to professionalise the appearance of their products and re-position the organisation as a premium brand in the marketplace.

Solution
Benedetto knew it was important that all of the new products had a ‘family feel’ that was both authentic and coherent. Something which would underpin a modern-day international brand. Alongside his team at THE LOFT, they spent considerable time learning about the brand looking for cues to begin building the new brand.

What they found was that the role of the traditional ‘artisan’ could not be emphasised enough at BenRiach. This was very much a company with people at its heart, everything from the ‘looking-after’ of the whisky stills to the up-keep of the distillery to the painstaking preparation in the lead-up to production.

The human touch could not be emphasised enough. ‘celebrating beautiful craft’ became the underlying approach which was used on the creation of countless whisky packaging expressions and the wider overhaul of the brand presentation.

Results
The results were spectacular…

– Opening-up of several important new markets, for the brand, domestically and internationally. This included the commercially important ‘international duty-free’ market.

– Significantly improving ‘on-the-shelf’ impact with traditional retailers.

– Increasing the perceived value of the brand with new/existing customers.

– Revitalising and reinvigorating the BenRiach brand in the eyes of customers, distributors and fans of the whisky.

– Significantly increasing shareholder value on-exit.
(BenRiach was sold to US giant Brown Forman in 2016.)

Contact Benedetto to find out more…