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Client
The Edrington Group
Design Consultancy
Pearlfisher
Sophie Kitchin
020 7603 8666
sophie@pearlfisher.com
www.pearlfisher.com
Launched in 2001, The Famous Grouse’s deluxe whisky, Gold Reserve 12 Years Old, faced stiff competition in the Greek market. By 2007, its small market share in the deluxe segment had dropped, with sales down 12.5% from the previous year. Furthermore, key product messages were misfiring, with Hellenic drinkers seemingly oblivious to the brand’s authenticity, heritage and premium status.
Pearlfisher were challenged to transform Gold Reserve into a leading deluxe whisky in the Greek market. Their response was impressive. A new structural design gave shape to a shorter, weightier bottle with strong, contemporary angles and masculine shoulders. Deeper, warmer colours were introduced, with rich earthy tones reminiscent of the fertile Scottish soil. The result was a more authentic look-and-feel, while the premium status of the brand was increased by promoting the ’12 Years Old’ message on the bottle and casing.
Since launching, the new design solutions have turned Gold Reserve’s fortunes around, with off-trade volume share in deluxe whisky increasing by 100% in just six months. On-and-off-trade distribution has increased 238% in the year-to-date since redesign, and sales of cases are up 29%. By improving awareness of the brand’s authenticity and quality, Pearlfisher helped to deliver a contemporary take on ancient Scotland, and Greek drinkers are lapping it up.
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