LATEST PRESS NEWS
01st june 2023 |
WONDERWORKS AND CREATIVE PARTNERS LEAD THE LAUNCH STRATEGY FOR A NEW ERA IN BLENDED SCOTCH WHISKY – ARDRAY®
London-based global creative and strategic drinks specialist agency, Wonderworks Communications, has led yet another world-class drinks product to market - this time through its partnership with Beam Suntory and a team of talented partner agencies, Here Design, OLIVER and MANIFEST.
Beam Suntory, a world leader in premium spirits and producer of some of the foremost whiskies, has unveiled the company’s latest creation – ARDRAY® – a fresh perspective on the excellence of blended Scotch whisky. A celebration of Scotland’s unique terroir and traditional Scotch production methods, together with the precision and artistry of award-winning Suntory blending team from Japan. ARDRAY® is the first brand to be sold through Beam Suntory’s Direct to Consumer (D2C) channel.
Miranda Hart, Creative & Strategy Director and Founding Partner of Wonderworks saw ARDRAY® as an exciting opportunity to do things differently in a drinks category largely driven by its traditions:
“Rarely does a brief like this come to the drinks industry. To be invited as part of a team to produce a whole new approach for a whisky is gold dust for Wonderworks.
ARDRAY® has given us the chance to drive a new movement within the whisky industry. It is a spirit that challenges the perceptions of whisky and blended Scotch and inspires an exciting creative territory with the marriage of craft traditions from both Scotland and Japan.
It has been a truly collaborative journey between a group of creative and talented partner agencies. Our work has lifted the veil on a brand that is welcoming and sociable; and one that fully harnesses digital to build its following. Our team has partnered seamlessly with Beam Suntory to steward and steer this dream and we’re absolutely delighted with the result.”
Wonderworks worked across several projects alongside the Beam Suntory team and as part of a strong group of agencies: Here Design on brand visual world and packaging design (including Artist, Lia Melia’s Partnership), OLIVER on social and digital, and MANIFEST on PR.
Wonderworks’ role as drinks specialists, was to explore strategically and creatively how to express ARDRAY® outside of the bottle and packaging. The team worked together in crafting the rich storytelling of the brand, while also demonstrating how ARDRAY® comes alive in the visual world. Wonderworks was integral to developing the experiences that shine a light on the whisky, its signature serve ‘Off the Rocks’, along with the serve strategy that compliments how ARDRAY® is enjoyed by whisky lovers – whether shared at home or in the on-trade.
As a digital-first focussed brand, Wonderworks was at the heart of leading the art direction with the hand-selection of filmmakers and photographer artists who produced a suite of magnificent product, lifestyle and serve content. It’s a fresh approach, but one that’s tailored to the way the category is changing, challenging pre-existing ideas of who drinks whisky and why.
To further drive the whisky’s appeal amongst its audience, the strategy will be delivered by a passionate and talented team of ARDRAY® Brand Curators who have received an in-depth education and brand immersion into ARDRAY®, from the Wonderworks and Beam Suntory team, that included a trip to Scotland.
Fleur Maguet, Global Brand Director – Laphroaig & Blended Scotch Whiskies, said of the project:
“We are excited and proud to mark a new era in Blended Scotch Whisky with the launch of Ardray. Our goal was to stimulate a reappraisal of blended Scotch whisky and give the art of blending the respect and attention it deserves. Due to the nature of blending as a complex, elegant art form, we felt it was important to work with partners who truly understood the task and embraced the opportunity with enthusiasm and vigour. Being part of the talented Ardray team means we are all committed to encouraging everyone to look again and spark conversation between those who love whisky or are keen to learn to love whisky”
Created by Beam Suntory’s Chief Blender for Scotch, Calum Fraser, the wonderfully balanced blended recipe brings together only the finest, most complex whiskies, matured in rich, spicy Spanish Oak casks and smooth, sweet, floral American oak casks. The result is a harmony of flavours: a mild, gently floral and citrusy fruitiness, with a vanilla custard creaminess and a rich silky mouthfeel that is unmatched.
ARDRAY® whisky is now available to pre-order at Ardray.com. For more information about Wonderworks, their work with the Beam Suntory portfolio, and the wider drinks industry, visit wearewonderworks.com.
ENDS
Notes to Editors
For more information, please contact Fenella Taylor fenella@flourishmarketing.co.uk 07721 324696
About Wonderworks Communications:
Wonderworks are Drinks Experts: An independent, global creative and strategic agency based in the heart of London.
Sarah Wildman-King and Miranda Hart head up this award-winning, female-led agency and pride themselves in the agencies understanding of the drinks industry and its categories, channel dynamics, as well as the huge depth of experience across their team.
Wonderworks partners with established global brands, as well as launching new brands and innovations into market. The agency works with some of the biggest Spirits companies in the world, at a global level but understanding the need for scalability and flexibility at a market level. Clients include Beam Suntory, William Grant & Sons, Pernod Ricard, Bacardi Martini and Stock Spirits.
Wonderworks run a free 12-week mentoring programme for women who work or want to work in the drinks industry.