Featured case 02 · The Dalmore

Luxury storytelling made commercially useful.

Experiences, partnerships, trade programs, and sales tools that helped consumers and accounts understand the value behind a premium whisky portfolio.

Role

Brand & Commercial Lead (SMS), Southwest

Capabilities

Luxury strategy · Experiential · Partnerships · Sales enablement

Supported outcomes

Contributed to 50% national growth · Generated $250K rare whisky sales

The Dalmore and Vosges partnership event creative

Context

Luxury spirits require more than visibility. Consumers, trade partners, and sales teams need a credible reason to believe, a memorable way to experience the brand, and tools that make a premium story easier to sell.

My role

I led regional brand and commercial initiatives for The Dalmore as part of the Whyte & Mackay portfolio, working across importer, distributor, account, partner, trade, and consumer audiences.

Strategic approach

  • Use sensory experiences, pairings, and cultural partnerships to make luxury tangible.
  • Give accounts modular programs that could work across dinners, tastings, retail, and high-value consumer engagement.
  • Connect brand heritage to clear selling stories, education, and relationship development.
  • Align regional activations with commercial priorities while protecting premium positioning.
Partnership concept and consumer invitation.
Event programming and market activation.
A modular premium experience designed to help accounts execute the story.
Cross-category partnership and retail communication.
Sales-enablement material connecting product story to an occasion.

Commercial application

The regional work contributed to Whyte & Mackay’s 50% national revenue growth between 2019 and 2022. In 2022, I generated $250K in rare whisky sales by connecting high-value consumers with the portfolio through storytelling, experiences, and relationship development.

What this demonstrates

Luxury brand building is strongest when aspiration and utility work together. This case shows creative partnership thinking, premium experience design, trade fluency, and disciplined commercial follow-through.

Next case

Calibrated

Positioning and brand direction