Alcobrew launches campaign for their premium brand whiskey
Alcobrew Distilleries India Pvt. Ltd., one of India’s promising liquor manufacturers announced the launch of their brand new campaign for their brand ‘Golfer’s Shot’ Whisky – one of the leading brands in premium whisky business in India. The leading company is home to several brands of repute, including White & Blue Whisky, Old Smuggler Scotch and Rum.
Targetting young and affluent consumers across India, the campaign will be built around the idea of ‘Taste the Good Life’. The idea has been developed on the basis of extensive consumer research conducted by the brand. The research identified lifestyle and camaraderie as key drivers for consumption in this whisky segment and Golf emerged as a key lifestyle sport.
Celebrating the ‘Good Life’, Mr. Romesh Pandita, Chairman and Managing Director, Alcobrew Distilleries India Pvt. Ltd. says, “The idea of ‘Taste the Good Life’ is at the very heart of our brand. This new campaign aims to create a bigger canvas for Golfer’s Shot and a pool of our discerning consumers. ‘Golfer’s Shot Good Life Experiences’ is the masterstroke rendition of our campaign which will bring forth the mesmerizing blend of indo-western symphonies and an environ where the taste of our “best-in-class” whisky – Golfers’ Shot - will bring true ecstasy to our consumers in an experiential form. We look forward to establish our brand as a lifestyle statement and this campaign will mark a great step in that direction.”
With an aim of providing Good Life Experiences, Alcobrew is looking at all marketing elements and consumer interaction points, including Premium packaging, “Best in class” blend, availability at top end bars and restaurants, premium retail as well as highly premium and engaging consumer marketing programs. In addition to offline and online media, the idea will focus on providing consumers with an experiential exposure. ‘Golfer’s Shot Good Life Experiences’ - a scintillating amalgamation of Western and Indian music - will be one of the highlights of this campaign. These events will take place in 6 cities across November and December, commencing from 1st November.
Apart from ‘Golfer’s Shot Good Life Experiences’, the main highlights of the campaign would be experiential evenings curated for the consumers. It would include Golfer’s shot Good Life Experience corner, created in premium bars and pubs with premium brand interaction and drinking experience including plush comfortable recliners, tasteful enjoyment of complimentary drinks with a beautiful picture perfect background. Along with this, guests will also be provided with Golfer’s shot branded glasses, headphones and a unique picture of them drawn by an artist on the spot.
Golf simulation games will also be one of the interesting events at the campaign that customers can experience. Says Mr Pandita – “Association with Golf comes naturally to the brand given its name of Golfer’s Shot. And there is no sports more lifestyle than Golf”. As a part of this experiential program, consumers will be invited to try their hands at the game of Golf and the winners will be gifted with free shots and exciting gifts.
To add spice to the event, a golf theme shaped tent loaded with a lot of collaterals and free gifts will be presented to the consumers. Apart from this, Golf simulation strip would also be set up and consumers will be invited for golf putting. Free shots and amazing merchandise would be complimentary for the lucky participants. The markets of Delhi, Haryana, UP and Goa will be targeted for the renewed positioning of the brand, and events will be organized in cities like Delhi, Noida, Gurgaon, Panjim, Calangute and Lucknow.
Mr Pandita adds – “We are also planning to aggressively use Digital Media for this brand campaign and are launching very lifestyle oriented digital marketing campaign from 1st Nov – just around festive season. The digital marketing program will engage young consumers through digital media like Facebook, Instagram, Youtube and Twitter and will establish strong emotional connect with Golfers’ Shot consumers through its lifestyle and “Good Life” positioning.”