STUDEBAKER WHISKY

STRATEGY X POSITIONING X BRAND

INPUT

Recognizing the wild popularity of craft cocktailing, DIAGEO dared to launch a range of products that would capitalize on this trend yet outlast it.

OUTCOME

Notoriously authentic: that was the idea underpinning GERTRUDE’s launch efforts, The line perfectly captures the spirit of the Prohibition era with a nod to Studebaker’s quality. The concept built strategically on the brand’s existing “Bartender Created. Masterfully Crafted.” claim and shone a spotlight on the exquisite craftsmanship of authentic Old Fashioneds and Manhattans.