Confirming Maxxium's whisky market leadership with strategic in-store positioning and useful tools

Maxxium has developed the whisky spiral: a journey through various whiskies that most consumers travel. The spiral starts with entry level whiskies such as Jim Beam, Grants and The Famous Grouse. The next step is wish for more self reward and exclusive belonging. This includes brands such as Glenfiddich, The Balvinie and The Macallan. In order to ultimately meet the growing desire for self reward and exclusivity and arrive at Laphroiag and Highland Park. This whisky spiral was the starting point on which to base a strategy for further communication expressions.

In order to drive sales, it is crucial to take account of shopper’s task when shopping in different categories of whiskies. Our goal is to create efficient tools for 2 target groups: decided customers, who are in search mode where structure is key and Open-to-Influence customers, who are in selection mode, for whom motivation is key. The aim is to reach these customers through in-store advice and shelf layout. By creating all sorts of marketing tools, Maxxium is able to increase their advisory role towards the trading partners. They are the ones by whom the consumer is guided towards their selected choice of whisky.

In order to provide retail partners in exclusive liquor stores with the correct product information and the current portfolio, Autobahn has designed a book that the retailer can use in defining the customer's taste palette. For example, a taste profile has been developed that clearly explains the different tasting notes. The book is also provided with a ring binder so that the changing range can be updated quickly and efficiently. The case is made from wood by a cabinet maker and bound with a silkscreen printed strips of fabric.