The brief
Following the launch of The Girvan Patent Still Single Grain 25 Year Old Scotch whisky in the UK last year, Whisky Live was one of the first public tastings in the UK and a great opportunity to cement the brand’s credentials on the whisky-scene.
William Grant & Sons required a bar build that reflected the importance of the launch, but that also allowed the team to take elements forward to future events throughout 2014. The show bar was to have an industrial style with a stainless steel finish.
Functionality wise we needed to take into account: The bar should have lockable storage underneath, and adequate display area. The bar should be two way – i.e. staff should be able to stand in front of, or behind the bar itself whilst being able to access all equipment required to engage with guests.
Whisky Live is the international celebration of whisky, bringing all the whiskies of the world together under one roof, so brand individuality is key!
Our solution
Following the launch of The Girvan Patent Still Single Grain 25 Year Old Scotch whisky in the UK last year, William Grant & Sons continued with their innovative spirit and commitment to championing single grain Scotch whisky with the release of 30YO and “No.4 Apps” at Whisky Live London.
Tasting notes help connoisseurs to understand a new whisky and to appreciate it’s distinct characteristics, so the Effective Event Solutions team designed a bar that reflected the individual notes found in Girvan Patent Still Single Grain whiskies.
The industrial style stainless steel finish looks stylish and modern, whilst linking to the packaging which features a metal panel displaying the brand’s story.
With the tag line “Delicious and different”, we felt the conceptual design of the bar further helped differentiate Girvan Patent Still from some of the more heritage styled whiskies on the market.
Whisky Live prides itself on bringing together the finest whiskies, great food and a range of education and entertainment to make learning about whisky both fun and stimulating. Thus we designed the display elements to be inviting and interactive in order to draw visitors in and help them engage quickly with the brand.
As the first UK tasting of the two new expressions of Girvan Patent Still, Whisky Live was a crucial event for brand positioning. The release was greatly anticipated, and we’re happy to report was hugely popular with both whisky enthusiasts and our clients at William Grant & Sons!
Find out about other Whisky Live events across the globe here
Or if you didn’t make it to the London event and fancy sampling Girvan Patent Still, purchase it here
