BenRiach x Kestin Hare - SS19 Collection
Founded in 1898, BenRiach Distillery has long championed an ingenious and artistic approach to whisky distilling and cask maturation. SPEY was tasked with creating a partnership for the BenRiach to introduce a new audience to its experimental and eclectic style.
WHAT WE DID
SPEY partnered BenRiach with Kestin Hare, a Scottish menswear brand inspired by what men want for everyday modern life. The SS19 Collection, A Summer on Speyside, tells the story of summer holidays spent around this unspoilt area known for its world famous whisky distilleries and fly fishing.
Kestin also took inspiration from BenRiach’s eclectic whisky casks which inspired the creation of a digital cask print in a lightweight ripstop nylon featuring on the Torness Parka, Traveller Jacket, Fatigue Short and Storr Pant.
Teaming up with iconic Scottish mill, Halley Stevenson, Kestin developed a traditional peat dyed and garment dyed products, representing the unique colours of BenRiach expressions. Dundee-based Halley Stevenson garment dyed the Shop Coat to colour reference two expressions, the peated BenRiach Curiositas Aged 10 Years and unpeated four cask matured Aged 21 Years showcasing a core peated and unpeated expression.
The campaign focussed on earned lifestyle and influencer media, going beyond a traditional whisky audience for BenRiach through an innovative brand partnership creating a capsule collection that was visually strong, beautifully designed and speaks to both brands philosophies and strengths. The campaign included a London launch with BenRiach Master Blender Dr. Rachel Barrie, influencer media trip to Speyside and influencer engagement backed up by targeted lifestyle media relations.
The collection went in stores, online and in selected retailers from March 2019, and items from the collection sold out before the end of the SS19 season. Coverage featured in lifestyle titles including Cool Hunting, front cover of ion, Proper, Essential Journal, Luxurious Magazine and Industry of Fashion.
· News coverage of 25 stories with online readership over 2 million
· Influencer media trip social media reach 60k
· Over 30 influencer BenRiach tags on clothing line
· London launch event at Kestin Hare store in Shoreditch social reach over 500k