Brand Recital

世界第二大洋酒公司保乐力加旗下苏格兰威士忌品牌百龄坛曾在2007年4、5月委托天业广告执行“臻品岁月 绝世共赏”大师品鉴会。时隔半年，新一轮的品鉴会已在广州、深圳两地成功举行3场，并将在2008年1月移师杭州、厦门、成都与北京四地。

此次品鉴会还邀请到了第一财经和中国民生银行作为合作伙伴，各自邀请嘉宾亲临耳目一新的百龄坛传奇世界，揭开拥有无数荣耀和奖项的百龄坛苏格兰威士忌酿造的秘密。

天业广告在上一轮品鉴会装饰创意基础上，大胆提出了全新的装饰方案，以Masterpiece为创意主轴，将百龄坛顶级陈年威士忌和经典艺术臻品之间的关联表达地也更为淋漓精致，深受参与嘉宾的好评。

此次品酒会特别邀请了百龄坛品牌传承总监Bill Bergius先生和古董艺术领域里的专家Rupert Maas先生，从威士忌与艺术臻品和古董的关联中，共同诠释百龄坛威士忌180年传奇背后的秘密。下面我们来共同领略分享这些秘密：

Color: 色泽深的威士忌不一定年份久远。事实上，颜色的深浅并不代表年份的不同，威士忌的颜色取决于与它在怎样的木桶中醇化。

Aroma: 威士忌窖藏的年份越久，香味就越加浓郁。

Texture: 威士忌窖藏的年份越久，酒液就会变得越加醇厚、奶油般的丰润，并且越有芬芳的口感。

Wood: 橡木会赋予酒体一种独特的香味。而对于威士忌，在其漫长的醇化过程中，这种香味还会进一步增强。 

Flavour: 威士忌窖藏的年份越久，口感就越加丰富。

Tasting seminar is one of the most used event formats in wine & spirits’ promotions. As a product trial, it could not only build loyalty & aspiration, but also generate unexpected word-of-mouth among target groups. 

I have experienced 2 types of tasting: one for trade people, and the other aims at customers. The different types really have different executions:

1) Trade:
The attendees are outlet owners, dealers, 5-star hotel managers & bar tenders. 

Sometimes, it could be done in very simple way. The brand ambassador will focus on delivering several major brand essences, and let the attendees have a deep impression of the key catches of the product, i.e. “Single Malt”, “The Original” & “Smooth” are the 3 important messages for The Glenlivet, and “Irish” & “triple distillation” are the ones for John Jameson. (Once I had acted as an interpreter for Jameson. In the end, the Irish guy only hoped that every bartenders could ask customers one more question in the future: Sir, would you like enjoy a triple-distilled Irish whiskey ?) 

Training certificate or memorable souvenirs (photo with ambassador) are often used to reinforce the branding impact.

In conclusion, the key factor of trade tasting seminar is product message.

 2) Consumer:
Compare with trade seminar, the consumer tasting could be described as a luxurious VIP experience. Because we all know nowadays the customers are looking to demonstrate their good taste, knowledge and culture – and are open to prestigious experiences like these first class events.

Royal Salute links the art of blending with the art of composing music, and Chivas 18 partnerships with renowned luxury chocolate maker Valrhona to create an analogy of its indulgent flavor & richness. 

As a customer, you will expect VIP treatment and first class comfort, large hall, 5-star hotel waitress, canapés, cigar……In the meantime, you will also enjoy the stylish educational session. After the tasting, you are fully in tune with the brand’s super premium personality and image.

After all, a successful tasting is a perfect way to offer a memorable & luxury experience amongst opinion leaders, and let them be the brand advocates and generate more word of mouth.