Barrelhound – Creating & Launching a New Breed of Scotch

In a rapidly evolving category of craft whiskies and small batch success, Pernod Ricard USA sought to disrupt the norm with a new breed of smoother Scotch - Barrelhound. We worked with the Innovation Team at Pernod Ricard to take this product from concept to market in under 6 months.

The Challenge

Bring a new product to market in a cluttered and highly competitive beverage category with a fickle and constantly changing audience profile.

The challenge required leading the development of a clear consumer profile and building a compelling brand and engagement platform around this audience.

The Solution

Lead the strategic planning and development of a new brand positioning and bring this new brand to market through appropriate digital channels.

This solution involved identifying a target audience, strategic brand planning, positioning development and a supporting launch program to bring this new new whisky to market.

Key to this was a distinct brand image, tone of voice, community experience strategy, management of social channels, content creation and the development of brand assets and platforms to support in-market activations.

The Results

Barrelhound launched in market in 2015 and continues to grow faster than projected with additional markets in planning at present. Watch out for the Barrelhound’s in your area soon.