We rebranded Beam Suntory’s Peated Malts of Distinction range,
which includes The Ardmore, Connemara, Bowmore and Laphroaig.

The peated malts category is a fast growing segment of the global whisky market, accounting for an increasing share of total malt sales. With over 40% of market share, Beam Suntory has the largest peated malt portfolio in the world.

The challenge

Beam Suntory seeks to harness the strategic advantage of its peated portfolio, showcasing entry-level expressions for each brand. Together, they offer a peated journey for consumers, from the lightly smoky Ardmore to the full-bodied Laphroaig.

The PMoD consumer is varied, featuring distinct targets, from gift buyers to entry-level novices to knowledgeable peat enthusiasts. The identity has to work in both domestic retail (on and off trade) and global travel retail environments.

Our challenge was to increase the clarity of imagery and messaging, strengthen standout for individual brands, promote the idea that peat smoke = flavour and educate consumers on the process of peating malt. 

The solution

We evolved the creative identity to depict the peat kiln with supporting copy explaining the proposition more clearly. We created individual brand master visuals, which showcase the specific flavour profiles of each brand within the range.

We redesigned the trial pack to communicate its contents more effectively and highlight each whisky's unique peat flavour.

We also developed new educational tools and improved existing ones to illustrate how peat smoke affects the flavour of whisky.

The result

Our evolved visual identity presents a much more contemporary and engaging package that's the sum of its parts, all of which are pulled together in a brand toolkit for consistent activation worldwide.

We don't do smoke and mirrors.

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