Galvanising GTR
How do you win in gobal travel retail with truly unique spirit?
Challenge
To help Laphroaig capitalise on the valuable global travel retail opportunity by identifying gaps in the portfolio and bringing clarity to their offering and its role in travel versus the domestic market.
Unlock
We reviewed the portfolio against GTR spirits and luxury categories, finding storytelling to be the key differentiator, as well as a mindset shift required to compete beyond just spirits. We developed two umbrella story concepts to unify the offering, alongside SKU rationalisation and pricing gap identification.
Impact
A unified storytelling-led concept gave each bottle a clear role within the range. Launching in 2025, Laphroaig is poised to elevate positioning, improve navigation and competitiveness in luxury retail.
Project Scope
Brand Audit
Brand Narrative
Naming Conventions
Pricing Gap Analysis
