Ian Macleod Distillers wanted to lift Tamdhu’s premium position and deliver a higher price point.
The brand had great potential but a complete overhaul was nescessary if it was to compete. We needed to drive value, not volume.
In recent years, the single malt market has shifted towards premiumisation and a trend of increased value over volume.
Consumers expect a single malt brand to deliver on certain category conventions – history, heritage and authenticity. We needed to create a compelling and believable story based on brand truths.
Founded in 1897 by William Grant and a group of local businessmen, Tamdhu was born from an age of optimism and achievement. Their meticulous attention to detail supported their singular aim of producing the World’s Finest Single Malt Scotch Whisky. This ‘Can do’ attitude drove and informed every piece of communication, from packaging and PR to experiential and digital strategy.
“Good’s skill in unlocking an exciting and engaging platform from Tamdhu’s own history, combined with their excellence in packaging, design and digital expertise, created a brand as strong as any in the market.
Iain Weir, Marketing Director, Ian Macleod Distillers Limited