Consumer & Retail
Honouring a whisky legend
LAGAVULIN
The brief
After 50 years as Lagavulin’s warehouse manager, whisky legend Iain McArthur retired. To honour his legacy, a limited-edition handfilled bottle was created - a priceless piece of whisky history.
Our brief was to use this moment to strengthen the bond between the brand and the Lagavulin distillery while driving follower growth across Malts channels and maintaining strong engagement.
The work
We saw an opportunity to provide real value and deepen our audience connection through a simple yet highly effective social giveaway.
Running on Instagram and Facebook, users entered by following Malts.com and Lagavulin, liking the post, and tagging a friend. The campaign was boosted with paid spend and regular story reminders, along with a collab post on the main Lagavulin channel for added visibility.
To amplify reach, we launched a targeted influencer campaign within the German whisky community, tapping into engaged audiences with authentic content. This was further reinforced with a dedicated email campaign to the Malts.com database, ensuring maximum impact across channels.
