WhistlePig is a whisky brand that’s always engaged consumers on ground. But then, COVID19 struck. With all it’s consumers and whisky enthusiasts stuck at home, and all drinking spots, bars, pubs closed – the brand pivoted to a phygital contest to keep consumers engaged.
WhistlePig teamed with online spirits club Flaviar to do an innovative, multi-faceted immersive crowd-blending experience in which Flaviar members signed up to receive a WhistlePig ‘Blend Your Own’ whiskey kit at home that they would use to experiment at home before submitting their preferred recipe.
The kits included samples of WhistlePig rye, wheat and barley whiskeys, along with blending tools and instructions. The kits were sent to hundreds of whisky enthusiasts from the whisky club.
After recipe submissions were made from those that did the at home blending, WhistlePig’s master blender Pete Lynch analyzed the data and determined the three most popular styles of whiskey submitted.
He then turned to social media, along with spirits industry veteran Dan Dunn and others, to host a live stream session with consumers who had the kits in which “all three whiskeys were blended, tasted and then voted upon to decide which should be bottled as WhistlePig HomeStock.”
WhistlePig HomeStock Whiskey is now available for pre-order and shipping starting in June. The brand plans to donate 20% of this whiskey’s online sales to the USBG Foundation’s Emergency Assistance Program, which provides COVID-19 relief grants to bartenders.
Article source and pictures – Flaviar Website