Malt Mastermind

Glenfiddich

BRAND CHALLENGE

Connect a mature global brand with modern bartenders who are gatekeepers to the on-trade showcase

NEXUS MOMENT

There’s nothing like a bartender who knows his drinks.

STRATEGY & STORYMAKING

We created Glenfiddich Malt Mastermind, an annual event to find the UK’s most expert whisky bartender. The national competition was launched and promoted through the drinks trade press and entrants were recruited via Glenfiddich’s brand ambassador, the on-trade sales team and social media activity. The winner received prize money, a trophy and a VIP trip to the distillery plus the title of Glenfiddich Brand Ambassador.

Malt Mastermind

Glenfiddich

BRAND CHALLENGE

Connect a mature global brand with modern bartenders who are gatekeepers to the on-trade showcase

NEXUS MOMENT

There’s nothing like a bartender who knows his drinks.

STRATEGY & STORYMAKING

We created Glenfiddich Malt Mastermind, an annual event to find the UK’s most expert whisky bartender. The national competition was launched and promoted through the drinks trade press and entrants were recruited via Glenfiddich’s brand ambassador, the on-trade sales team and social media activity. The winner received prize money, a trophy and a VIP trip to the distillery plus the title of Glenfiddich Brand Ambassador.