Case Study: Gordon & MacPhail becomes a clear luxury whisky brand with Contagious

Gordon & MacPhail turns 11 whisky ranges into 5 with Contagious

Gordon & MacPhail, a top-tier whisky maturation expert, faced the challenge of its complex and confusing portfolio of over 500 SKUs across 11 ranges, which made it difficult for customers and distributors to navigate. The company needed to shift its perception from premium to luxury and become the brand for serious enthusiasts. They engaged the vendor Contagious for a comprehensive solution involving brand strategy, brand identity, and packaging portfolio design.

Contagious implemented a new portfolio strategy, consolidating the 11 ranges into five distinct ones to create a clearer customer journey. The solution included redesigned packaging with storytelling, plus symbolism and glass weight to denote exclusivity. The result was a transformed, easy-to-navigate luxury brand for both customers and distributors. The vendor Contagious helped unlock the value of Gordon & MacPhail's unique stock, as stated by the company's Brand Director.

Gordon & MacPhail