Scotch Hipster was developed to address a clear barrier within the Scotch category: its perception as formal, intimidating and difficult to approach for newer drinkers.

The opportunity was to create a more accessible format without losing the character and credibility of Scotch.

The work brought together product development, packaging, launch strategy and consumer communication, creating a new way to experience the category.

The brand was built around a more contemporary consumption ritual, supported by content, culture and partnerships that helped introduce the proposition to a younger audience.