The very heartbeat of each and every single malt is its spiritual home – the distillery. Brand advocates make a pilgrimage to the home of their favourite spirits and this is particularly so in single malt. And becoming more so in Gin, craft beer, food, farms, etc.
The experience should entertain, excite and cement a relationship between the brand and its advocates. In our view it must be immersive, inspiring and innovative.
It should seek to invite. It should show not just tell. It must also entertain the casual visitor. It should seek to bring wonder, joy and delight. It must seek to develop a relationship between the brand and the potential buyer.
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Maya Angelou, Poet
Does your brand home/experience tell a coherent, inspiring and evocative story?
A story that doesn't just educate but entertains? A visit where the guest feels they want to develop a richer and deeper connection...a relationship?
Do you use words, pictures, sounds, smells to deliver a multi sensory experience that cements, in your visitors mind, why you or should now be, their favourite? If not, you are missing a trick.
Each visitor to a distillery has self selected themselves as (potential) brand advocates who typically want a rich and immersive experience and an exclusive trophy to take home.
Using our insights gained at The Macallan, The Dalmore, Highland Park, Balvenie and Glenfiddich in addition to regular competitor reviews across the length and breath of Scotland, we are well positioned to offer consultancy in this arena.