ARDRAY® — Global Launch
— Services
- Video Production
- Influencer Relations
- Social Media
- Content Strategy
- Events
- Content Production
- Brand Experience
- Public Relations
- Tone of Voice
— Collaborations
- Savona Communications
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ARDRAY® — Global Launch Hero Video
Introducing ARDRAY® — a blended Scotch with a fresh perspective.
Beam Suntory tapped us to help launch ARDRAY®— its first new whisky in five years — with an appetite to shift the perception of blended Scotch by merging two worlds: Scottish heritage and Japanese blending precision.As its global communications agency, Manifest was responsible for a year one GTM strategy across the US, UK and China.
This was delivered to local markets through ARDRAY’s global toolkit, which was tailored to local markets and updated with ongoing brand news.Manifest also led the strategy and execution of ARDRAY’s global press trip to the Scottish Highlands, before overseeing ‘Ardray’s Home’ local launch events, and managing influencer collaborations throughout the year to amplify the campaign.
The Challenge
Introduce Ardray as a fresh perspective in blended Scotch across the US, UK and China.
Showcase ARDRAY’s craftsmanship and approach to attract whisky enthusiasts and novices alike.
ARDRAY’s first year in market was designed to educate enthusiasts on the brand’s fresh take on blended Scotch, treating malt and grain as equal parts through Japanese blending precision. From there, our aim was to highlight ARDRAY’s craftsmanship to drive further awareness amongst whisky lovers outside of the trade.
To officially mark ARDRAYs launch, Manifest organized a press trip to ARDRAY’s Home of Scotland. Editors from across the world joined a 3-day immersion that included a paired tasting in Edinburgh hosted by ARDRAY’s Chief Blender, and a Nihonga painting class in the Scottish Highlands. The trip presented the opportunity for ARDRAY’s story to not only be told, but experienced first hand. As a result, we were able to secure coverage in the likes of Forbes, the New York Times, Wallpaper, Inside Hook, and the Spirits Business, with 100% messaging cut-through in outlets across trade and consumer lifestyle.
We then deployed ARDRAY’s global toolkit through BrandPad, an interactive platform for local markets to use as direction, discover brand news and download materials. To cohere with global activity, the toolkit was localized to support market channel strategies and event production, whilst offering transcribed materials for press relations and pitching. Manifest also worked with local brand teams and agency partners across markets to bring ‘ARDRAY’s Home’ to life — a curated tasting evening hosted by ARDRAY’s brand curators, and local craft artists.
Throughout year one, ARDRAY’s trade push was underpinned by culture-first activations, designed to spark conversations amongst whisky enjoyers and newcomers. We collaborated with a renowned craft artist across all four markets, tasking each to create a new piece inspired by ARDRAY’s fresh perspective on blended Scotch and unique bottle design. From ceramics to furniture design, each piece came to life through a 5-part social content series, documenting their own artistic process along the way.
ARDRAY® received widespread positive reviews and continues to establish its name in the trade, recently securing Gold at this year’s World Whiskies Awards, which led to a feature in Forbes’ ‘Best Whiskies in the World’ roundup.