PROJECTS

Whisky & Food Pairing Experience

Whisky is often seen as either an aperitif or a digestif, but we wanted to show that it can be so much more. One of the ways to expand its perception was through food pairing, bringing whisky into the dining experience in a new way. To do this, I organised exclusive whisky and food pairing dinners for our whisky club, Pur Spirit Circle, and business partners at key client venues.

The goal was twofold:

For our club members and business partners – To create a memorable and immersive experience that deepened their connection with the brand.
For restaurant owners and chefs – To inspire them to integrate whisky into their menus, not just in cocktails but in their dishes.

These events weren’t just about enjoying a great dinner; they were about changing perceptions and demonstrating whisky’s versatility in gastronomy.

MAIN SKILLS

EXPERIENTIAL MARKETING & BRAND ACTIVATION

CUSTOMER ENGAGEMENT & COMMUNITY BUILDING

EVENT
STRATEGY
&
EXECUTION

B2B

RELATIONSHIP MANAGEMENT

KEY STRATEGIES

Main objectives

Create an unforgettable experience for Pur Spirit Circle members, strengthening their loyalty and engagement with the brand.
Increase brand awareness for Artesia by positioning it as more than just a traditional whisky.
Showcase whisky/food pairings in a real-life setting, giving restaurants a reason to integrate whisky into their menus.
Strengthen long-term relationships with B2B clients, offering them a unique activation that could translate into new business opportunities.

Finding the Right Venue

The first step was to identify the right restaurant partners from our existing clients. Once on board, we worked closely with the chefs to build a whisky-paired menu, one whisky per dish. This was an exciting process of discovery, where we explored flavours, balanced pairings, and created a menu that truly elevated both the whisky and the food.

Crafting the Experience

Experience has become a key principle of brand activations, but what does it really mean? How do we want our consumers to feel? What lasting memory do we want them to have? How can we create a strong connection with them? Defining these elements is essential to crafting the right experience that meets our objectives. Brand activations today go beyond just showcasing a product, they create emotions, tell stories, and leave lasting impressions.

I wanted our guests to feel surprised, intrigued, and inspired by how whisky could transform their dining experience. very detail mattered: from the first invitation that set the tone, to the flavours they discovered on their plate, down to the thank-you message they received after the event.

Throughout the evening, guests were immersed in both the distillery’s universe and the restaurant’s creativity, as we joined forces to open their taste buds to new, unexpected combinations. Leaving those evenings, I wanted the guests to, next time they poured a glass of whisky, see it in a different way. Whisky wasn’t just a drink; it became an integral part of the dining experience, enhancing each dish and sparking conversation around flavour and craftsmanship.

RESULTS

These events were a real success, both for our whisky club members and for our restaurant partners. Beyond the positive feedback and the immersive experience, they also led to real business impact:

Deepened relationships with clients: strengthening our ties with restaurant partners and positioning whisky as a versatile ingredient.

New menu opportunities: one chef was so inspired that he added a piece of meat matured in our rye whisky to his permanent menu.

Enhanced brand perception: guests left with a new appreciation of whisky’s role in gastronomy, which helps build long-term engagement.

Continued interest in whisky-paired experiences: restaurants expressed interest in running similar events in the future, proving that this activation had lasting value.

These events weren’t designed for direct sales but for brand storytelling, engagement, and relationship-building.

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