THE CHALLENGE

Announce the appointment of the new Balvenie Apprentice Malt Master and introduce her to key media to commemorate the momentous occasion in a memorable way

PEOPLE-FIRST INSIGHT

Journalists are invited to numerous drinks events which are often like for like and forgettable

THE STORY

A unique and memorable global media event was created in London offering eleven of our closest friends of The Balvenie from around the world a chance to meet new Apprentice Malt Master Kelsey McKechnie and Malt Master David Stewart MBE alongside a one-of-a-kind whisky tasting.

Specially selected journalists were invited to the event via a beautifully printed and personalised invitation that alluded to the significance, without giving away too much detail, creating intrigue and curiosity.

Journalists started their journey in style with welcome drinks and canapes on a private boat sailing down the River Thames past some of London’s most iconic sights.

Upon arrival at the venue, The Royal Observatory – the birthplace of the meridian and the home of time and place and a perfect alignment to our own momentous decision – guests were treated to an immersive tasting experience like no other.

Starting with The Balvenie Classic and working through the history of DoubleWood, guests enjoyed a unique whisky tasting under the stars in the planetarium. Dr Ed Bloomer, our resident astronomer, and global ambassador, Gemma Paterson, aligned the cosmic world and journey through time with the creation of DoubleWood.

After the tasting, guests enjoyed a drink overlooking London’s striking skyline before being invited into a private dining room, designed by Sir Christopher Wren, for a delicious four-course dinner. During the dinner guests were able to try The Balvenie liquids, including an exclusive preview of a liquid which was not to be released for 6 months. Gemma Paterson and David Stewart MBE said a few words of congratulations to Kelsey and David presented her with a gift made by the team at The Balvenie.

Interviews with Kelsey and David took place in the 5* Stafford Hotel, where guests stayed, the following morning.

Following the event, global and local teams sold in the news of Kelsey’s appointment to Apprentice Malt Master to wider media across trade, consumer and broadcast, placing news, feature and interview pieces.

HOW IT TRAVELLED

Key media from around the world attended the event, including Forbes, USA Today, Die Weltwoche, and Whisky Magazine

UK results (Splendid outreach)

26 pieces of coverage including 15 trade, 1 national, 5 broadcast, 3 regional, and 2 consumer

100% positive sentiment

52m estimated total reach achieved through earned media