THE BACKGROUND
BEARFACE ® whisky is produced in rural Canada; a place far from civilisation where forests reach into the sky, and wild animals roam. A place recognised for its populations of Black Bears – this region is otherwise known as ‘bear country’. Part of the Mark Anthony Brands International portfolio, the spirit is ‘whisky untamed’, thanks to its unique ageing process, which exposes it to the extreme conditions of the raw, Canadian Wilderness.
Earlier this year, BEARFACE launched in the UK, brought to market by Mangrove’s very own #TeamPurple! As part of our role as distributor, the team designed an activation that truly showcased the essence of the spirit to the on and off trade.
THE CONCEPT
BEARFACE is uniquely tied to the landscape surrounding the distillery; the conditions of the region actively playing a part in the creation of the delicious liquid itself. And it’s because of this that Bearface advocates for new experiences, and reconnecting with nature. So, what better way to immerse the UK spirits trade in the brand, than to get out and experience the great outdoors.
The concept was a two-day hiking trail, inviting key partners from the on and off-trade to disconnect from the day-to-day and reconnect with nature. During the experience, there would be plenty of time to enjoy the fresh air, learn about the brand, and of course – warm their cockles in the cold English countryside, through sampling some delicious BEARFACE whisky!
THE FINER DETAIL
The decision was that the location for the hike would be along Hadrian’s Wall – a challenging route, but one that was still accessible to those who weren’t seasoned mountaineers. 31 intrepid explorers (and industry boffins) from partners of Mangrove and BEARFACE took part in the hike, which included two nights of wild camping. The group covered 26.5 miles, and the trip was fueled by great conversation, laughter and of course, an obligatory tipple or two.
But where the day’s hikes gave opportunity to engage with North England’s own slice of wilderness, the evenings were time to learn more about BEARFACE as we at #TeamPurple put on our brand advocacy hats and got to work. On the second evening we brought a truly immersive experience to the group, by arranging a unique, educational tasting that explored the creative process behind BEARFACE.
BEARFACE Whisky is aged in three stages; first using ex-bourbon American oak barrels, before being moved to French oak red wine casks, and finally using air-dried Hungarian oak. A deconstructed barrel tasting was just what was needed after a long day’s hiking and gave participants the chance to try different cask pulls, delivering a real flavour of how each oak affects the liquid itself. This warm fuzzy feeling was then well and truly secured, when hilarity ensued with a Canadian themed pub quiz and a scrumptious pub dinner.
At the start of the journey each hiker was gifted a goodie bag of BEARFACE merch, in the form of a BEARFACE thermal mug, backpack and plenty of snacks to keep them going. Travel was all paid for by the brand and each campsite was all pre-pitched and planned by partners at Global Adventures who facilitated the trip.
There were a few challenges, the most significant being securing commitment, particularly from the on-trade, who needed to request time off to attend. Extra time and effort had to be put into communicating the concept and the benefits, simply because this is a type of activation the industry just isn’t used to. It’s to be expected when you’re breaking new ground and innovating on behalf of brands!
THE RESULTS
BEARFACE trip was absolutely brilliant. Thanks all for organising. Such an amazing team you’ve got there, and such a great group.
Kate Kennedy, Business Owner, Spirited
The feedback from participants was overwhelmingly positive. The activation was praised for doing something different and bringing in a health-focused element too as something ‘beyond the bar’. The industry conversations were fascinating, and everyone left with a deeper appreciation of the spirit.
It was amazing to taste the whisky while actually being out in the great outdoors.
The Cavendish Gastro Pub
Experiences are an effective way to build lasting memories and connection with a brand and this unforgettable adventure is something every participant will take forward with them. Whether they’re behind the bar, purchasing for retail, or simply wanting to enjoy a quality tipple – they will remember BEARFACE and their trek through the wilderness.
WHAT’S NEXT?
With stellar feedback and proof that doing things differently works for this particular brand, the team got to work on new ideas to develop this activation for the future.
As well as an annual repeat of this event, #TeamPurple are currently working on a partnership with Strava to deliver a range of walking and running trails across the UK. In a bid to raise brand awareness and engage with consumers through the mechanism of stepping outside, anyone hitting these trails will be able to earn free merchandise. All they’ll need to do is record their journey on Strava and share it on their social platforms, tagging the brand.
Watch this space for a BEARFACE trail in a city near you!