Bacardi Virtual Whisky Tasting

How do you bring the complexity of whisky to life in a space built for speed and convenience? We transformed a product tasting into an immersive, digital-first experience, one that invited viewers to slow down, ask questions, and savor the story behind the spirit.

WE came up with and led Amazon’s first-ever live-streamed whisky tasting, a digital event that brought a tasting master straight to people’s homes and linked it seamlessly with shoppable whisky sets. It was a game-changer: over 27,000 live viewers, 500+ Q&A interactions, a 94% sales spike on the event day, and it even took home the 2021 CIPR Excellence Award for Best Use of Digital & Social Media. It pushed the boundaries of live retail and reinforced how storytelling, interaction, and commerce can converge, and I’m proud to have brought it to life.

To expand the campaign’s reach and lifecycle, we created a full end-to-end experience with bespoke landing pages for the countdown, the livestream itself, and the post-event phase. The livestream was amplified via Fire TV and Gateway placements in both DE and UK, marking a first for any Beer, Wine, and Spirits partner on Amazon. It wasn’t just a digital tasting. It was a format breakthrough, showing how thoughtful interaction can elevate both storytelling and sales.

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