Three Ships’ online audience had been begging them for a special release whisky throughout 2014. In response, the brand created the perfect rare whisky, just for them - A single barrel of the Three Ships 10 Year Old Single Malt Single Cask PX Finish. Next up, how to sell it? Online of course.

 

We decided to take the store offline. Or offline-online. The Master’s Collection would be a one-day-only live and interactive store where we’d recreate the romance of walking into a store and handpicking a highly sought after, numbered bottle. We’d also put the Whisky Master at the heart of the experience by having him there to sign their personalised certificate of authenticity - a nod to the prestige that buying only one of only 400 bottles bestows. 

 

We launched the news that 400 of only 800 bottles of the whisky would be sold exclusively on our online store using social media, PR, display media and by sending emails and SMSs to our database.

 

When the site launched, the whisky sold out in just over 5 hours. That’s a bottle every 45 seconds, proving that sometimes the best solution in the modern age isn’t more technical. It’s using better tech to make the experience more human.