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Smokehead case study

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Sabitha Sudarshan
Sabitha Sudarshan

Smokehead is a scotch whisky brand that aims to disrupt the traditional scotch market. It uses distinctive embossed tin packaging and places the label on the back of the bottle. The whisky has heavy peat and smoke flavors with spice and sweetness. Smokehead positions itself as the whisky for rock lovers through partnerships with iconic rock brands and events. Reviews of the whisky have been mostly positive and the brand has succeeded in appealing to a younger male audience through its edgy rock-inspired imagery and associations.

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Smokehead Key lessons from the cult anti-scotch brand
A whisky not for the faint-hearted Modern stand-out designer packaging. Very distinctive and tactile embossed and debossed tin which generates shelf impact, consumer wow factor and brand value Main front bottle label is uniquely placed on the bottle rear reflecting adjectives describing the whisky back through the spirit itself 6 x 70cl and 6 x 75cl at 43% vol. Delivered in a full colour Smokehead branded outer case NOSE: Heavy smoke and peat. Lemon, fresh ginger, plum jam BODY: Hits the palate at once with cocoa, peat and some honey sweetness, then explodes with peppery spice. FINISH: Even more peat, spice, mandarin-then dries up. When you think its all over, the peat hits again TASTING NOTES IMPRESSION: A rollercoaster of peat and spice with some delicate sweetness A disruptive market strategy with breakthrough packaging, and edgy imagery which does away with traditional, mature scotch associations
Owning the rock music territoryby partnering with iconic music Marshall Amps (celebrating its 50th Anniversary) Positioning Smokehead as the whisky choice for rock lovers, associations were instigated with iconic rock brands such as Classic Rock magazine, Londons High Voltage Festival and the Classic Rock Roll Honours Awards. In partnership with Marshall Amps also supported a Fuel Funny car that ran out of the MPM and FGR Motorsport camp Entering its third year as the official drinks sponsor of The Marshall Ultimate Band Contest, the unsigned band showdown, it has also established itself as the drink of choice at big rock events including the annual Classic Rock Roll of Honour Awards 2009-2011.
And maintaining consistency across all platforms . Inspired by the powerful imagery of rock album covers, the website and social media pages uses stunning typography and interactive, engaging communication to deliver a haunting and lasting impact
And manages to hit the bulls eye with consumers Most consumer reviews on the net are positive, and this is a whisky which not only tastes good, but one with which consumers identify *Sources: masterofmalt.com, allthingswhisky.com
The Takeaways
MARKET DISRUPTION: Distinctive, young, edgy packaging with anti-scotch positioning OWNABLE TERRITORY: Identification with TG lifestyle, and utilizing rock music associations IDENTIFICATION OF KEY AUDIENCE: Clear focus on a young, wild male audience who wanted to try whiskey, without it seeming old Achieved the holy grail in managing to take the product to a younger male audience

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Smokehead case study

  • 1. Smokehead Key lessons from the cult anti-scotch brand
  • 2. A whisky not for the faint-hearted Modern stand-out designer packaging. Very distinctive and tactile embossed and debossed tin which generates shelf impact, consumer wow factor and brand value Main front bottle label is uniquely placed on the bottle rear reflecting adjectives describing the whisky back through the spirit itself 6 x 70cl and 6 x 75cl at 43% vol. Delivered in a full colour Smokehead branded outer case NOSE: Heavy smoke and peat. Lemon, fresh ginger, plum jam BODY: Hits the palate at once with cocoa, peat and some honey sweetness, then explodes with peppery spice. FINISH: Even more peat, spice, mandarin-then dries up. When you think its all over, the peat hits again TASTING NOTES IMPRESSION: A rollercoaster of peat and spice with some delicate sweetness A disruptive market strategy with breakthrough packaging, and edgy imagery which does away with traditional, mature scotch associations
  • 3. Owning the rock music territoryby partnering with iconic music Marshall Amps (celebrating its 50th Anniversary) Positioning Smokehead as the whisky choice for rock lovers, associations were instigated with iconic rock brands such as Classic Rock magazine, Londons High Voltage Festival and the Classic Rock Roll Honours Awards. In partnership with Marshall Amps also supported a Fuel Funny car that ran out of the MPM and FGR Motorsport camp Entering its third year as the official drinks sponsor of The Marshall Ultimate Band Contest, the unsigned band showdown, it has also established itself as the drink of choice at big rock events including the annual Classic Rock Roll of Honour Awards 2009-2011.
  • 4. And maintaining consistency across all platforms . Inspired by the powerful imagery of rock album covers, the website and social media pages uses stunning typography and interactive, engaging communication to deliver a haunting and lasting impact
  • 5. And manages to hit the bulls eye with consumers Most consumer reviews on the net are positive, and this is a whisky which not only tastes good, but one with which consumers identify *Sources: masterofmalt.com, allthingswhisky.com
  • 7. MARKET DISRUPTION: Distinctive, young, edgy packaging with anti-scotch positioning OWNABLE TERRITORY: Identification with TG lifestyle, and utilizing rock music associations IDENTIFICATION OF KEY AUDIENCE: Clear focus on a young, wild male audience who wanted to try whiskey, without it seeming old Achieved the holy grail in managing to take the product to a younger male audience