8 DOORS DISTILLERY

Muckle Media delivered a phased campaign to launch a brand new Scottish micro whisky distillery and visitor centre in John O’Groats – 8 Doors Distillery. Muckle then went on to provide PR support to raise the new brand profile and support sales of the cask and bottles packages.

Challenge

Muckle Media was challenged with delivering a phased campaign to promote the opening of 8 Doors Distillery, a new Scottish micro whisky distillery and visitor centre in John O’Groats. Muckle Media was retained for the next stage which was to launch the 8 Doors Distillery Brand and the once-in-a-lifetime opportunity, through a limited edition launch offer, for whisky lovers to buy into the distillery and be part of its legacy.

Strategy

A creative storytelling approach was taken to draw out the unique aspects of 8 Doors Distillery, including the launch of the exclusive 874 Founders Club and 874 Club packages. Muckle issued a news release on the brand and bottle and cask packages, in advance of which a wide media list had been targeted and extensive sell-in carried out. The exclusivity of the 874 Founders Club was empthasised in the news release and a link to its page on auction site Whisky Hammer was included to increase sales. Interviews were arranged with the founders and features placed in the media to ensure continued coverage. In addition, a further news release was issued when the 874 Founders Club packages sold out as an opportunity to empthasise the quality of the product and promote the remaining package.

Results

Throughout the entire campaign, Muckle succeeded in generating 52 pieces of coverage across the UK and reaching over 52 million people online. Muckle also helped 8 Doors Distillery to sell out their first cask release in 96 hours, amounting to almost £1 million in sales. 8 Doors Distillery were delighted with the results and plan to work with Muckle Media again in the run up to the launch of the distillery and visitor centre.