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 “liquid gold” resources.
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. The dynamic growth evidenced by the secondary market (auctions) cannot and should not be ignored by brand owners.
Today’s consumers spend their time in a variety of social networks or in niche online communities with likeminded people - it is to these people they look to when seeking information.
RW 101 can assist in developing a brand plan or brand blueprint that will drive your Rare Whisky brand strategy. This holistic approach will address all key elements of the brand – and its NPD release plan – from ideation and imagination, optimal release volumes, pricing and packaging through to launch, PR and activation plans.
As your RW brand consultants we will help you to develop a strategy to acquire new and retain existing customers - unlocking value in your Rare Whisky offer, today, tomorrow and over the longer term.
Our proprietary Rare Whisky data set gathered since 2003 in the secondary UK auction market is hugely powerful – allowing RW 101 to develop models, insights and intelligence that does not exist anywhere else.
Our “RW1013I” process (Information, Intelligence & Insight) will typically follow the steps below: