R&T MADE REDBREAST’S INAUGURAL ‘DREAM CASK’ RELEASE A SELL-OUT SUCCESS IN JUST SIX HOURS
The Results
Sales
All 800 bottles (RRP: £500 each) sold out within 6 hours of launch
Membership
CRM members increased by +490% (vs. +80% KPI)
Engagement
64,000 video views, totalling 9 days, 22 hours & 7 minutes of fan engagement time
The Task
Create a ‘big bang’ launch moment aimed at those ‘in the know’ (aka. ABC1 males aged 30-45 & traditional Irish whiskey fans) to announce the arrival of Redbreast’s inaugural ‘Dream Cask’ annual release.
Insight
Our audience is after experiences, not just products. Plus, we know they have a desire to learn from authentic & qualified masters who can help them to stay up to speed on the finer things across food, drink & lifestyle.
The idea & execution
Using World Whisky Day as a hook to unveil Redbreast’s remarkably unique new whiskey series, we invited a handful of lucky consumers & influencers (and many more besides) to tune in live for an exclusive global tasting – pre-seeding the news via a tasting kit competition & high-impact editorial partnership with discerning Gentlemen’s Journal The Arbuturian.
Trending on social media, the live activation helped to recruit a new army of Redbreast lovers around the world, sparking 25 pieces of coverage across the globe in the process.
