La Martiniquaise spotted an opportunity to expand its Cutty Sark brand portfolio through the US on-trade, where whisky chasers were becoming popular again thanks to TV programmes like ‘Mad Men’.
It designed Prohibition, a premium edition Scotch whisky to fit this niche. The product was to be even smoother than Cutty Sark Blend and have a higher than normal alcohol content – 100% proof rather than the 80% proof of major competitors.
Once the blend was created, the challenge was to find packaging which marked it out as something special.
It’s amazing what black glass does to brand image. It looks bigger, seems more premium, feels a bit special.
