Concept

The problem is:How to get women to buy whisky?How to get them to drink it socially?How to promote a ‘women’s’ whisky?

I intend to promote a 21st century whisky to a target audience of women aged between 20-35 through a range of promotional material and a strong brand that they should try this new modern drink.

Whisky or whiskey is a type of distilled alcoholic beverage made from fermented grain mash. Different grains are used for different varieties, including barley, malted barley, rye, malted rye, wheat, and corn.

Whisky is typically aged in wooden casks, made generally of charred white oak.

Whisky is a strictly regulated spirit worldwide with many classes and types. The typical unifying characteristics of the different classes and types are the fermentation of grains, distillation, and aging in wooden barrels.

Content

Method of Delivery

In order to achieve the my concept I hope to create a range of products, this will include: a brand identity that will range from a name to a brand logo. This will then be applied and considered through promotional material such as packaging and website design.

I will consider the target audiences lifestyle and interests when designing the range of outcomes. This includes the importance of social media. I will further promotion through a competi-tion or event that will be advertised through social media networking sites.

Within the brief it states that it’s time for a new generation of whisky and I believe this is true, along with a new generation of promotion.

With regards to the bottle design, I am going to identify with Absolut Vodka campaign of limited edition cases which will probably be based around the packaging of the bottle.

I will carry out surveys that confirm my theory that women are very influenced by the packaging of each product. With re-gards to clothing, make up and perfume the packaging adds to the experience. This will be my whisky’s unique selling point. The experience of the sale.