American Whiskey Gift Guide: Elevating Gifting for the Holiday Season
For the Holiday 2023 season, we launched the “American Whiskey Gift Guide” campaign, a thoughtful initiative to position whiskey as the ultimate holiday gift. This project was designed to showcase whiskey’s versatility as a premium, thoughtful present while offering unique gifting options that go beyond the bottle.
A Dedicated Microsite for Whiskey Enthusiasts
At the heart of the campaign was a specially created microsite on the Cheers! website. The site featured a curated selection of whiskey-themed gift ideas sourced from across Ontario, divided into two distinct categories:
- Purchasing Whiskey
- Beyond Whiskey
Purchasing Whiskey
This section spotlighted whiskeys from director brands with Limited Time Offerings (LTOs) available at the LCBO, ensuring holiday shoppers could find exclusive and enticing options.
A key highlight was the Whiskey Shop Capsule Collection, developed in collaboration with select bottle shops across Ontario. These shops not only offered a diverse range of whiskeys but also featured exclusive cocktail kits. Notably, many of these kits were created in partnership with Wild Turkey and Campari, celebrating timeless classics like the Boulevardier.
Additionally, this category gave shoppers access to tier 2 distillers, featuring high-quality spirits not yet available in the LCBO but accessible through the consignment program. This added a layer of exclusivity, enabling whiskey lovers to discover hidden gems from Ontario’s vibrant distilling community.
Beyond Whiskey
Recognizing that great gifts come in many forms, this section expanded the campaign’s reach by offering non-alcoholic gift ideas. One standout was the sponsored cocktail book from 2022, which served as both a keepsake and inspiration for aspiring mixologists.
Supporting Tier 2 Distillers
The campaign played a crucial role in promoting tier 2 distillers by connecting them with new audiences and increasing their sales opportunities. By highlighting these distillers alongside established brands, we opened doors for smaller producers to shine during the busiest retail season of the year.
A Toast to Success
The American Whiskey Gift Guide was more than a gift guide; it was a celebration of craftsmanship, creativity, and collaboration. By pairing exceptional spirits with curated gifting options, we ensured that whiskey found its place under the tree, on the table, and in the hearts of holiday shoppers.
Cheers to the season of giving—and gifting better with American Whiskey!