Whisky Auctioneer - The Perfect Collection

We were tasked to take the story of the world’s biggest private whisky collection ever to go on sale, discovered in the basement of a deceased American millionaire behind the success of Pepsi, to the world.


We  implementing a carefully researched, timed and targeted strategy to build sustained momentum for the auction period around the world.

  • News release issued to synch with global time zones and target priority markets.
  • Visual highly shareable content created for multi-channel media to showcase the collection.
  • Video content from whisky influencers promoted to media to elevate the collections world-leading stature.
  • Exclusive given to international press agencies Reuters, Press Association and AFP.
  • Media launch at Gleneagles Hotel for a select group of top tier global media and influencers.

This campaign exceeded all of the client’s objectives of reaching a global audience, reaching all priority target titles across print, online and broadcast media with Whisky Auctioneer experiencing a rapid uptake in website traffic (42.7% on the previous year in the same timeframe) on the back of our campaign.

We secured 972 pieces of global coverage across print/online/broadcast (to date) and achieved  9.54B online readership, 33.7M est. coverage views, 26K social shares with a total circulation 9.94M.  

What our client said: “We could not be more delighted with not only the exceptional level of coverage achieved through their campaign, but also the fact that the well-crafted, nuanced copy in the releases to help with brand authority made it clearly into over 95% of coverage.”