BRAND: The Glenrothes
CLIENT: Edrington
BACKGROUND: The Glenrothes was created in 1879. It is one of the highest luxury whisky sets. The Glenrothes 12 Year Old bottle is $70.00 and The Glenrothes 50 Year Old bottle is $36,000. Very expensive stuff!
ACTION: In 2021, I and Hudson Cutler (see www.hudsoncutler.com) helped The Glenrothes to increase luxury customers through “Whisky & Truffle Pairings.”
“Like a rare dram of single malt, coming across the ideal truffle may take patience. The term foraging equally applies to both pursuits. This quite natural connection gives rise to something original for The Glenrothes: its first curated guide to truffle hunting; a roadmap to discovering truffles, whether plated or in the wild, in the U.S. and across the pond, during peak fall and winter seasons.
Each featured destination – whether an acclaimed restaurant known for truffle mastery on the menu, or a wooded hunt into the wild – promises to reward one’s inner forager.” - The Glenroths.
We created “The Guide to Truffle Hunting” and new images at The Glenrothes front homepage. A new page provided information and links for customers to explore. There are follow-up marketing and events.
DELIVERABLES: Marketing Communications, Images & Website.
LEARN MORE: www.theglenrothes.com
https://www.theglenrothes.com/en-us/the-glenrothes-guide-to-truffle-hunting
ROLE: Michael Thibodeau - creative director and brand designer and Hudson Cutler, NYC.