Industry benchmark index showing the price performance of a collection of 100 iconic bottles of Scotch.
Rare Whisky Consultancy
As the Rare Whisky landscape changes and consumer (drinker, collector, investor) habits and the purchase decision making process evolves, it is imperative that brand owners understand where, when and how to focus their valuable and increasingly limited resources.
Historically advertising agencies defined and controlled a brand’s message and through which channels it was broadcast. They would then blitz consumers with intrusive advertising and messages. The goal was to reach as large and as broad a target audience as possible on those platforms with the most extensive penetration.
This still continues to this day – particularly on mainstream whisky offers - but is a sub optimal way to reach the globally sophisticated Rare Whisky (RW) consumer.
In the “social economy”, rare whisky fans have little faith in such corporate driven messages broadcast across mass media channels to which they are paying less and less attention.
Rare Whisky marketing needs a rifle shot not shotgun approach and brand owners must be sensitive to the triggers that appeal to this incredibly valuable segment.
Today consumers spend their time in a variety of social networks or in niche online communities with likeminded people. And it is to these people they look to when seeking information on products and services.
Branding is strategic and advertising is tactical.
RW101 are not advertising experts!
RW 101 brand consultants (RW101BC) will develop a brand plan or brand blueprint that will drive the Rare Whisky brand strategy, both internally and externally for your Rare Whisky offer. This holistic approach will address all key elements of the brand – and its NPD release plan - from the copy used in recruitment advertising, the release volumes, pricing and packaging through to launch, PR and activation plans.
We will work with you to determine the best resources to use to deliver success.
We will carry out an audit of your Rare Whisky business, industry, processes, systems, stakeholders and more and then determine the best way forward for you, your brand and your customers.
Solutions may require NPD, activation, awareness/advertising, launch & PR. We can also look to improve R&D, sales, production, supply chains, operations, customer relationships and retention strategies if required.
Because branding is a strategic institutional initiative, not a marketing initiative and therefore must have the buy in of executive management, RW 101 brand consultants will insist on having senior level involvement in the development of the brand which places your brand strategy where it should be, in the hands of executive management. The halo effect, PR and profit that can be unlocked from Rare Whisky done well is far too important to leave to junior staff!
There aren’t many awards for brand consultants which is a good thing because this allows us to focus on increasing profitability, often through developing and strengthening relationships with your stakeholders and customers. Success for us is profit delivered for you.
As your RW brand consultants we will develop a strategy to acquire and retain customers, the key targets that unlock value in your Rare Whisky offer, today, tomorrow and over the longer term.
We will ensure budgets are spent on the right strategies for the right segments with metrics for measurement. We won’t default to wasteful advertising!
We will look to collect and leverage specific data to develop targeted communications across digital channels to engage Rare Whisky prospects, whilst carrying on conversations with existing customers. Our proprietary Rare Whisky data set gathered since 2008 in the secondary UK auction market is hugely powerful – allowing RW 101 to develop models, insights and intelligence that does not exist anywhere else.
Given our expertise in the Primary market sector we are acutely aware of competitor activities and will use that knowledge to strengthen your brand’s competitive advantage seeking to develop a thought leadership position for you and your brands.
Our brand consultant will develop metrics to measure promotions, advertising and other activities.
This holistic service can allow your existing brand teams to focus on the mainstream whisky offers in your portfolio while RW 101 supports you with the skills, expertise, experience and know how to develop a compelling and profitable Rare Whisky portfolio.
A simple process has been devised and will typically follow the steps below:
Audit - assessment of current brand in the secondary (auction) market, in current primary markets (domestic and duty free) and "collector sentiment" for brand.
Competitor Landscape - assess how your brand fits - or not - in the current market. What needs to change?
Trends - assess current rare whisky trends, identify best and worst practice and advise what can be done for your brand to ensure success!
Marketing - assess how your brand is positioned and where it could or should be stretched too...
NPD - suggested areas to review and consider for high value, high impact NPD that is brand and market relevant, PR news worthy and highly profitable.
Packaging - counsel and advice on best practice, do's and dont's for rare whisky - what do collectors, connoisseurs and investors really look for!
Pricing - analysis and insight on secondary market pricing and primary market pricing for competitive set and projections for future growth/decline to ensure optimal monetisation.
Launch - advise on optimal strategies for launch, PR and "influencing the influencers" to deliver high impact, high awareness
Activation - where and how to best activate for success.
View the bottle make-up of the RWIcon100 Index. Every one of these bottles are heavily traded on the open market.
Our discreet whisky brokerage matches buyers and sellers. Collections are priced at current open market (UK auction) values.
Building a brand? Building a distillery? Our consultancy services could be just the thing to provide that competitive edge.