NH LIQUOR & WINE OUTLET’S DISTILLER’S SHOWCASE

Industry: Retail

The problem: Develop a large-scale tasting event for spirit brands

The solve: NHLWO had been running an event called the Winter Wine Spectacular for years to great success, when they asked us to develop a similar event, but for spirits. I was directly involved with the concept and branding during its inception, and through our work came to be known as the Distiller's Showcase. The original event was a huge success, and subsequently became an annual event and one of the premier spirits events in the country. After five years of using the initial creative, I redesigned everything from top-to-bottom for the sixth annual event, which included everything from event signage, in-store promotional signage, marketing emails and advertising, and everything in between. More recently, a supplemental event emerged that occurs the night before the Showcase event, and I have been able to do offshoot branding for that as well.