Whiskey – Tomorrow's World

We’ve seen Celebs collaborate and introduce new products to the market place.

We had Dr Dre… with the Beats Headphones. Which were a phenomenal success.

Now you have Mr Conor McGregor… introducing you to some ‘Proper Whiskey’.

My nephew text me and told me about it! – He said ‘Check this out… you going to try some?’

You know you have to, right? – similar to the Beats… if Dre… a master of his art, knows a thing or two about sound… must have done a good job on the headphones…. McGregor must have teamed up with some of the best in the world… and I’m sure Conor likes a drink or two… must have have produced a half decent Whiskey!

It’s not always about endorsements. I feel, you got to go one step ahead.

Collaborate with experts and bring out a new product, for the World to enjoy.

Dr Dre and Jimmy Iovine – came together to produce and introduced the world to Beats Headphones.

And you can’t argue how successful they have been. Good or not… that’s a personal opinion… but they sure have made a buck or two for the founders.

So Connor… has done the same.

Along with Bushmill’s former distillery manager, David Elder… they have produced the Proper No. 12 Whiskey.

And straight away… you know it’s going to be big! You know it’s going to be popular… and it’ll sell lots. If you like blended whiskey or not… you’ll be intrigued.

And the marketing has started…. and what timing. You may (or may not know) Mr McGregor has a big fight coming up soon also…. so timing is perfect.

Not only that… his social media following is huge. And what a better way to promote your product..

So there you go…. the future isn’t about Endorsements.

It’s about Collaboration.

This weekend gone…. I was over in Dublin.

Whilst there, I thought I’d visit the local sites. Well, mainly two… The Guinness factory and the home of Jameson.

What I did fast realise – predominantly at the Guinness Storehouse, is how important the whole experience is.

The Storehouse has several floors – with the top one being the Gravity Bar – views all over Dublin. Now, the other 5 odd floors, provide you with an experience.

They tell you the story of Guinness – how it started… what the ingredients are… what’s so important about it… statistics…. advertisements… all of it.

And why is that important… because it builds a lovely experience. Rather then just walking in and having a few drinks, and seeing some nice articles on the wall… this is an impressive experience. Leaves a lasting memory but most importantly.. you leave educated and feeling like an ambassador.

You don’t need to have a huge building, with lots of floors… with immersive material. You can take different approaches.

This I realised with Jameson….

Here… I opted for an experience which involved me sat with a small group of people (about 10)… around a bar… on which had a number of items.

Now… i’m not going to tell you what happened. Neither am I going to tell you what takes place…. because you should really experience it for yourself… what I will say is, a) I absolutely loved it! – b) I walked away with my own blended whisky… and c) Educated on the product…. which made me feel like an ambassador.

Two slightly different experiences. Both absolutely amazing. Leaving each one as an ambassador- which means, I will speak highly of them. Not just the experience but the product also.

This is why… whatever you do, have an experience – that’ll educate and inform your ambassadors. Doesn’t have to be anything extravagant… there’s small gestures or individual things you could do, to build that experience.

How many brand ambassadors do you have?

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