The J.P. Wiser’s brand team along with LCBO identified a gap in the market for an interactive at-home tasting kit, which would bring the live tasting experience to customers in a digital setting during the holidays. The objective was to create a whisky tasting kit that would allow customers to experience the live distillery tasting at home.
During the holidays, there are many gifting options available at the LCBO but there wasn’t anything substantial in the whisky category that would be suitable to a broad audience, irrespective of their experience with whisky. The J.P. Wiser’s brand team along with LCBO identified a gap in the market for an interactive at-home tasting kit, which would bring the live tasting experience to customers in a digital setting. The main challenge was to create an experience that would replicate the live tasting experience that customers would have in person with Dr. Don Livermore at the distillery. It was important to ensure that the digital experience was engaging, informative, and interactive as so many tasting experiences were either too complex or did not provide enough information.
Pigeon created the J.P. Wiser’s at-home tasting kit. It included all the necessary tools, like 5 whisky blends, a beaker and graduated cylinder for pouring and mixing. And to merge the physical and the interactive experience, the physical kit included a QR code that customers could scan to access the interactive experience that guided them through the tasting process, shared tips, identified tasting notes and recipe blends.
The at-home blending kit proved to be a popular and effective way for customers to experience J.P. Wiser’s products and it quickly became a top seller at the LCBO long after the key holiday season. The J.P. Wiser’s team were also awarded “best gift item of 2022 because of a strong collaboration with the Marketing and Commercial Teams to offer a unique and customer-focused holiday gifting option supporting quality Canadian whisky.