14. The Dalmore is the fastest growing Single Malt Scotch whisky
globally
69.4%
56.3%
56.3%
37.5%
28.2%
18.6%
17.1%
15.5%
15.2%
13.6%
12.4%
11.9%
11.6%
10.3%
9.6%
9.0%
8.1%
6.8%
4.0%
0.6%
0.1%
-2.2%
-3.5%
-4.1%
The Dalmore
The Singleton
Glenrothes
Lagavulin Malt Scotch
Aberlour
Total
The Glenlivet
The Macallan
Dalwhinnie Malt Scotch
Talisker Malt Scotch
Cardhu
Glen Grant
Top 25 Global Malts % Value Growth / Decline 2011
2011 % Change
15. Our Value has continued to grow above Volume
2006/07 2007/08 2008/09 2009/10 2010/11 2011/12 LE3 2012/13
Volume (kcs)
Value (£)
16. 63%
26%
3% 4% 4%
2011/12
There is strategic focus on the higher end of the Core Collection
57%26%
7%
7%
3%
2012/13
The 12
The 15
CMR
The 18
KAIII
17. USA &
Canada
+177%
MEA &
Pacific +22%
Europe
+34%
UK
+76%
Travel
Retail +17%
The Dalmore’s key markets have demonstrated exceptional
growth year on year
20. Maturation
American bourbon wood and Matusalem
oloroso sherry
Aroma Citrus fruits, chocolate and
aromatic spices
Palate Concentrated citrus, oloroso
sherry and hints of vanilla pod
Finish Roasted coffee and chocolate
The 12
21. Maturation
American bourbon wood and three
types of sherry casks – Matusalem,
Apostoles and Amoroso
Aroma
Orange marmalade, cinnamon and
nutmeg
Palate
Mandarin, vanilla, ginger and crushed
apples
Finish
Peppery spice and oak
The 15
22. Maturation
American bourbon wood, Matusalem
oloroso sherry casks and finessed in
Cabernet Sauvignon wine barriques
Aroma
Cinnamon, vanilla and red fruits
Palate
Tropical fruits, banana toffee and vanilla
ice cream
Finish
Orange zest, bergamot and crushed spices
Cigar Malt Reserve
23. Maturation
American bourbon wood and Matusalem
oloroso sherry casks
Aroma
Vanilla, dark chocolate orange and
cinnamon
Palate
Dark chocolate, candied citrus fruits, rich
coffee, nutmeg and cloves
Finish
Citrus fruit, oak and spice
The 18
24. Maturation
American bourbon barrels, Matusalem oloroso
sherry casks, Madeira drums, Port pipes,
Marsala barrels and Cabernet Sauvignon wine
barriques
Aroma
Red berry fruits, fresh flowers and hints of
passion fruit
Palate
Citrus zest, vanilla pod, crème caramel and
crushed almonds
Finish
Sweet cinnamon, nutmeg, cloves and ginger
King Alexander III
25. The complexity of the wood and flavour profile intensifies as
you progress through the Dalmore range
12 15 18 CMR KAIII
American White Oak & Sherry Wood Cabernet Sauvignon Madeira, Marsala, Port+
House Style Finesse
+
28. Target Consumer
TARGET CONSUMER
• Professional white collar males (30+) with high
disposable incomes.
• Successful, ambitious and aspirational.
• Status is important...want to be seen to be
“in the know”
THEIR DRINKING
• Drink malt as part of a repertoire of
premium spirits.
• Some will drink for show, others because
of knowledge.
• Drink mostly in the on premise, in top tier
restaurants, bars and lounges.
• Business is important and most have
limited personal time.
• Members of exclusive clubs.
• Travel often for business and pleasure.
• Technology plays an important part in their
lives.
THEIR OPINIONS
• Influenced by a small number of
respected opinion formers and through
personal recommendation.
• A small set of luxury blogs and lifestyle
magazines, which vary by market/city,
are also influential.
• Want to be seen as refined and cultured.
• Believe single malt is better than blended
whisky.
THEIR WORLD
29. RETURN OF THE GENT
Consumer Trends
NEW CONNOISSEUR
AUTHENTI-SEEKING RISE OF CONSPICUOUS CONSMUPTION
30. The Mackenzie Clan, I Shine | Not Burn, Royal Stag, DOS PaintingBrand
Attributes
Values
A smooth rich liquid with no rough edges,
Unique Stilhouse, Artisan Craftsmanship, Oldest & Rarest Stocks
Product
Attributes
The single malt at the apex of the categoryPositioning
Creative Idea The Art of The Dalmore
Personality Worldly – Hold to High Standards – Quietly Confident – Restless
Brand Idea
Bravery – Devotion - Purpose
Shine, Don’t Burn
Brand Positioning
31. Brand Idea
BRAND ATTRIBUTES
PRODUCT ATTRIBUTES
The Mackenzie
Clan/Painting
I Shine, Not Burn Royal Stag
Unique Stillhouse Artisan Craftsmanship Oldest and Rarest Stocks
I SHINE | NOT BURN
Smooth, rich liquid
33. The Dalmore Brand Plan
To be considered The
single malt at the apex
of the category
KPIs – TBC
Grow total BC
Increase BC per case
Decrease reliance on 12yo
Custodian Sign-Ups
Gain better PR Value
Consumer awareness
The Art of the
The Dalmore
(Brand)
The Art of
Communication
(Reach)
The Art of the
Experience
(Interaction)
Develop Rare and Core Ranges
Brand/Product Story
ATL
Events
Online communications
Mission Objectives TacticsStrategies
Develop Sales Tools
PR Brand Partnerships
Trade visibility
Unique in store / bar experience
Distillery
Training
35. 12YO
15YO
KAIII
18YO
Constellation
The Dalmore Portfolio
Cigar Malt
30YO
25YO
40YO
45YO
ASPIRATIONAL
ACCESIBLE
ABSOLUTE
Core Collection
Focussed on all
consumers through
relevant channels
Rare Collection
Focussed on Aspirational
Absolute consumers
Positioning in on-trade
Single Casks
Targeting at investment, collectors
and absolute consumers
36. These tools will allow for a deeper level of brand awareness and understanding, as well as
drive our commercial teams to lead their selling strategy focussing on brand and product
attributes
Selling Tools
45. In terms of more tactical window display
campaigns, the brand and channel teams will
provide flexible display options which can be
scaled depending on the opportunity and the
requirements.
This ‘Window Toolkit’ will include:
• A Death of the Stag framed print
• Metal Stag’s Head logo, to be suspended in
display
• Illuminated plinth (3 varying heights)
• The Dalmore logotype and stag’s head
window vinyls
Tactical Modular Window Display
46. In support of our window displays providing
brand visibility and strengthening consumer
awareness, it is important to build the in-store
experience in conjunction with this.
This should encompass an overall training and
incentive programme from a trade perspective.
From a consumer pull perspective, we are
developing a flexible in-store unit which can be
utilised in-store as a sampling unit, providing
the consumer with an experiential induction in
to the brand. Further to this, the message will
be around KAIII, reinforcing our current brand
message and encouraging a focus on this our
lead expression.
In-Store Experience
53. We have been inspired by some of the unique
serves developed by key customers for The
Dalmore, and so wanted to create a serve steeped
in brand truths and relevance.
This provides the consumer
with an engaging experience
specific to The Dalmore brand,
therefore offering the trade a
unique selling opportunity.
Unique Serve
55. The training has been developed to build On-Trade understanding and awareness of the
whisky category and the brand, ensuring confidence in bar tenders when providing referrals
to consumers
Brand Ambassadors in our key regions are receiving refresher training on this, providing them
with the tools and skills necessary to deliver the training to the highest standard
Sommelier Training Tools
56. We are able to utilise the various mediums delivering engaging content to our consumers,
allowing for direct interaction. This can also provide us with a useful tool to gain insights from
our loyal consumer base.
THE DALMORE SELECTED BY DANIEL
BOULUD LAUNCHED IN USA
April 24th 2013
Digital Communications
57. The Dalmore Distillery can be
used to build relationships
with key distributors and
customers, elevating image
and perception through the
home of the brand.
This provides customers with
a unique experience and
insight in to the brand,
encouraging activation
through understanding.
The Distillery
58. So The Dalmore is...
• The Single Malt Scotch Whisky aspiring to be at the apex of the category
• A brand with royal heritage and a rich history
• A whisky with an artistic approach to creating every drop, driven by the
people behind the liquid, and their incredible skills and devotion
• A product with exceptional liquid quality and value stemming from the
complexity of our spirit and the range of old and rare stocks
• And importantly, a brand with a strong commercial proposition as the
fastest growing single malt globally!