In April 2014 Leo Burnett introduced top tier Australian media to key whisky brands within the Diageo portfolio with the launch of the Diageo Whisky Club. With the proliferation of events on the media calendar their goal was to create something pointedly different & generate cut through PR.
Sweet&Chilli were tasked with creating an event, which would capture people’s imaginations & provide a key moment to bring the brands & media closer together. To ensure that media would engage with the portfolio in a new & exciting way we devised an interactive journey for the evening across five whisky-tasting stations. Each station was a multi-sensory experience, beautifully styled to excite the senses & reflect the flavour profiles of each spirit. From the aromas of burning peat in the night sky, to a banquet table groaning with honeycomb, spices, pomegranates & coffee beans, & an installation of whisky and miniature copper stills, our fully comprehensive venue styling brought to life the brand characteristics.
With tastings of the various expressions led by our team of brand ambassadors, the evenings festivities were complemented by a personalized cocktail menu to showcase the versatility of the liquids.