The reopening of a ghost distillery. The Asia launch of a 44-year-old twin Single Malt.
Client: Diageo Rare & Exceptional · Port Ellen
Scope: Strategy · Creative · Production
INVOLVE Score
THE Challenge
Launch and drive sales for Gemini, a 44-year-old twin Single Malt, to a small group of ultra-high-net-worth collectors in Singapore. Mark the Asia debut of a distillery that had been silent for 40 years.
THE CONcept
The Launch Journey. A one-day, five-session experience designed for depth over scale. 37 UHNW guests, eight per session, one hour of immersion each.
THE EXPERIENCE
A personalised animated digital invite
A new venue, transformed into a 2 room physical and digital gallery
A physical curated gallery of the reimagined Port Ellen distillery.
A digital gallery ‘The Glade Experience’: an 8 screen, three-part guided tasting of Gemini Original and Gemini Remnant interspersed with a voice of god story narration and bespoke graphics, with paired artistic canapés delivered with a smoky surprise.
Partnered with AMEX Centurion and Citi Ultima to bring top-tier private clients into the room.
THE Results
37 ultra-high-net-worth attendees across five intimate sessions.
100% positive feedback from every UHNW client who attended.
7 sets sold against an exceptionally limited global allocation of 247 sets worldwide.
Positive event ROI of 3.51x.
All commercial targets exceeded.
INVOLVE® ELEMENTS
Rarity is felt through restraint. Luxury memory works through scarcity cues: limited admission, curated company, slow pace, the sense that you are inside something most people will never see. If you would like to discuss how to optimise the event design of a rare product or service.
We received really positive feedback from every UHNW client that attended. They really felt the exclusivity and uniqueness of the product. We’ve surpassed all targets — thank you so much.
