Previously available only in Japanese restaurants, Yamazaki, Suntory’s 18-year-old Single Malt Whisky, was preparing to launch to the U.S. market. Barring the way to increased demand and distribution were two factors: the natural dominance of the Scottish product, compounded by the lack of understanding (and trust) of the concept, history and tradition behind Japanese whisky.
DCI therefore chose to concentrate on education and exposure to the product – with a little help from the cultural buzz surrounding the movie, LOST IN TRANSLATION. A publicity program spearheaded by a launch event and tasting at The Rainbow Room was substantiated by an intensive media outreach effort to trade, consumer and American-based Japanese media, deploying press kits with miniature samples and CDs telling the Suntory story
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REAL RESULTS
The publicity generated tremendous interest among major trade players, with the coverage in key national and regional media like USA TODAY, JANE, PLAYBOY.COM, WINE ENTHUSIAST AND MALT ADVOCATE surpassing all expectations. Suntory launch sales exceeded the estimates by over 40%, which was really something to savor. |
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