Stands Out! – Whisky Live Paris 2024
Last month, Andy and Mark hopped across the channel to celebrate Whisky Live Paris turning 20, in the same month as StudioLR did.
A highlight in the spirits calendar, Whisky Live Paris is without a doubt the largest event in the world dedicated to tasting all types of spirits – including rum, gin, tequila, sake, and of course whisky. Every year, distilleries, exhibitors and enthusiastic visitors descend upon the French capital to taste the latest.
This year, as ever, there was a healthy blend of global brands.
Scotch whiskies were out in force, carefully balancing the romance of home with a worldwide outlook.
Americans turned up in cinematic style, transforming their stands into interactive stage sets.
Asian brands were paired back and exclusive, with elegant monochromatic displays.
Andy and Mark were among the merry masses soaking up the atmosphere and sniffing out the insights. In between nips and masterclasses, our dynamic duo made some useful observations about taking a brand on the road. Here are their top tips.
With hundreds of whiskies on display, stand-out is everything. Brands should be super clear who they are and what they stand for before they think about turning up at these events. In a room full of competitors, familiar clichés just don’t cut it. It’s very easy for a brand to fade into the background – what really makes you different?
There were brands at every price point. Some very exclusive. But it was clear that some luxury brands had struggled to hit the level of quality we’ve come to expect of them. Trade show environments are always going to be tricky places to be really luxurious. But premium brands are expected to be premium everywhere they go. No matter the obstacles.
There was a mixed bag of stands at Whisky Live Paris. The ones that bowled us away had really considered the brand and the visitor experience. They’d created interactive spaces full of opportunities to surprise, delight, and to ‘land’ their brand idea and personality. Those that fell short had relegated their stands to glorified billboards.
A simple idea with excellent execution is amazing. It’s often what elevates a brand from great to iconic. But it’s the hardest thing to pull off. There were a few too many misplaced efforts at simplicity on display. If you’re going to do simple in a premium category – you have to make sure it doesn’t look cheap.
StudioLR is the gutsy creative agency. We’ve been grabbing brands’ insides and making them interesting since 2004. We’ve worked with many quality drinks brands including Jura, Fettercairn, Tamnavulin, Arran, Lagg, Bowmore, Cutty Sark, and Lind & Lime.
If you’re a drinks brand sitting in the shadows, get in touch and we can help you take the stage.