Whisky Lovers Experience for Diageo
Strategic innovation program for Diageo, reimagining whisky consumption journeys through premium rituals for flagship venues and scalable uptrade experiences across on-trade channels to drive premium adoption and revenue growth.
Whisky rituals and experience
This project was a two-part innovation program for Diageo, developed with Johnnie Walker, focused on understanding the end-to-end journey of whisky drinkers and identifying new opportunities for uptrade.
The work began with design research including shadowing, interviews, safaris, and observation, informing the mapping of different consumption journeys and revealing opportunities to rethink how whisky is discovered and shared.
One stream explored exclusive experiences for whisky enthusiasts in flagship locations, while the second addressed uptrade at scale through an experience framework for a broader range of on-trade venues, balancing accessibility with brand equity.
Insights were translated into concrete experience concepts and execution-ready artefacts, creating a research-backed foundation for activating whisky experiences across both flagship and scalable on-trade contexts.
Visual documentation
Research in motion, strategy made visible
