DIAGEO
Type of Work:
Consumer Research
Brand Strategy
Partnership
Branding
Naming
Reigniting Relevance: How Diageo Brought Scotch Into the Pop Culture Spotlight
The Challenge
Scotch whisky — rich in heritage, revered in tradition, and… increasingly sidelined by a younger generation. Diageo, one of the world’s leading spirits companies, noticed a troubling trend: Millennials and Gen Z weren’t reaching for Scotch. Instead, they associated it with older drinkers, stiff rituals, and a certain formality that felt disconnected from their own tastes and culture.
For a category built on legacy, this perception risked becoming a liability. The question wasn’t just how to sell more bottles — it was how to make Scotch relevant again. The challenge: redefine a centuries-old spirit without losing its soul.
The Insight
To shift perceptions, we needed more than a brand refresh — we needed a cultural reintroduction. We knew that younger consumers crave authenticity but also gravitate toward stories and experiences that feel immersive, collectible, and tied to the pop culture they’re passionate about.
The answer? Pair the storytelling depth of Scotch with one of the most talked-about, lore-rich series of the decade: HBO’s Game of Thrones.
The Solution
We partnered with HBO to create The Game of Thrones Single Malt Scotch Whisky Collection — a limited-edition lineup of single malts inspired by the iconic Great Houses of Westeros.
Each bottle was a character in itself:
- Talisker represented House Greyjoy — maritime, bold, and stormy.
- Lagavulin embodied the power and prestige of House Lannister.
- And others like Oban, Dalwhinnie, and Cardhu reflected their own house alliances, traits, and territories.
Packaging, tasting notes, and storytelling were all carefully crafted to align with the world of Game of Thrones, offering fans a unique way to engage with both the show and the Scotch.
This wasn’t a gimmick — it was a masterclass in strategic alignment between product, fandom, and cultural moment.
The Outcome
The collaboration proved to be a game-changer. Sales surged, with several expressions selling out within days of release. Younger demographics took notice, many purchasing Scotch for the first time — not just as collectors, but as engaged drinkers. Media and social buzz amplified the brand across both whisky circles and entertainment fandoms. Diageo’s image evolved, from traditional to trend-aware, without losing authenticity.
Most importantly, the campaign laid the groundwork for future entertainment partnerships, showing that even the most traditional spirits can thrive when placed at the heart of cultural conversation.
Legacy, Reimagined
With The Game of Thrones Collection, Diageo didn’t just sell whisky — it reshaped what Scotch could mean to a new generation. By embracing modern mythologies and meeting consumers where their passions live, the brand proved that legacy isn’t about looking back — it’s about adapting forward.
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