PROJECTS
Launch of whisky
French whisky is on the rise. While Bretagne has been home to the oldest distilleries, new whisky makers are emerging across France, fueled by the country’s deep brewing heritage. With all key ingredients (except peat) locally available, the question wasn’t “Can we make whisky in France?” but “How do we make it stand out?”
T.O.S Distillerie, with over 20 years of brewing expertise, decided to launch the first whisky from the Pas-de-Calais region: Artesia. As the lead on this launch, my challenge was clear: create brand awareness, drive sales, and build a community, all while navigating the limitations of the COVID era.
MAIN SKILLS
PROJECT
MANAGEMENT
BRAND
STRATEGY & POSITIONING
PRODUCT LAUNCH STRATEGY
DIGITAL MARKETING &
E-COMMERCE
KEY STRATEGIES
Main objectives
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Increase sales and establish Artesia as a key revenue driver for the distillery.
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Build strong brand awareness in an already competitive whisky market.
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Create a loyal community around Artesia for long-term advocacy.
Product Launch
Marketing Plan
With COVID restricting in-person events, I focused on a broad digital and media strategy:
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Press coverage & video features to tell the brand story.
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Paid social media campaigns to drive awareness and traffic.
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Influencer marketing collaborations for credibility and reach.
RESULTS
The launch of Artesia was a huge success, exceeding all expectations:
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Sold out in days: The first batch was gone in just two days, and the second in three.
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Building a community: The whisky club quickly took off, reaching 60 members in its first year, creating a strong sense of loyalty and engagement around Artesia.
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A key product for the distillery: Artesia became the company’s best-selling product, driving both brand awareness and sales.
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Expanding the range: The success of Artesia paved the way for growth, with the core range expanding to five whiskies and over seven limited editions released since.
