Through our retail audits and shopper research, we learned that TASTE resonated with shoppers and was the one area that would likely influence their whiskey purchase decision. With guidance from our Masters of whiskey and through social listening, our brand portfolio was organized into (5) clear flavor types that allowed consumers to explore the category and find whiskey that best suited their own taste profile.

With these distinct flavor profiles (smooth, spicy, strong, sweet, smoky), we created a brand portfolio platform..."The Whiskey 5". Essentially, five simple taste profiles that our brands were organized under and allowed shoppers an intuitive solution to understanding and purchasing brands in the complicated whiskey category.

During the Spring of 2016, our national sales teams, equipped with selling tools, began to convince both national retail chains and independent stores to make room on their floor for this innovative TASTE communication approach to the whiskey category.

We targeted retail execution for the Fall/Winter of 2016, a key selling window for the whiskey category, and by September of 2016, over 3,200 modular displays were produced, 1,000,000 take-one booklets printed and our Whiskey 5 digital site was launched.

Our modular display design with clear TASTE messaging, was customizable for various store footprint sizes, end-aisle formats and in-line shelf executions, as well as brand participation flexibility.

As a result of the Whiskey 5 program, consumers can now purchase whiskey with confidence. As for business results:

- Over 3,200 stores across the U.S. accepted Whiskey 5 displays

- Over 40 million in-store impressions were achieved

- Over 50,000 incremental cases of our whiskey brands were sold

- Participating stores saw an average whiskey volume increase of +21% which is 2x better than any standard category display

- Retailers are already asking for the next activation of Whiskey 5

- Trade News: Market Watch - Nov. '16, Wine & Spirits Daily - Nov. '16, Beverage Dynamics - Nov. '16

- Retailer Feedback: "I love this program and wonder why no other supplier has come out with something like this" - NY Independent Retailer...and..."The Whiskey 5 program is cool and we could drive a ton of sales with it" - Buyer, National Grocery Chain