For the current launch of “John B. Stetson Kentucky Straight Bourbon” the German spirit retailer Schwarze & Schlichte approached khdesign with the for help. Their vision was to create a truly American bourbon that communicates the Stetson company’s great history as well as traditional virtues such as integrity and the strength to make the right decisions. To guarantee an outcome that mes this strategy while at the same time attracting European consumers, khdesign asked their American partner Bailey Brand Consulting to join the project. Together the two agencies developed a brand image that has been implemented into every part of the launch strategy.
To ensure an optimal start of their new brand Schwarze & Schlichte decided to time the launch with the ProWein, an international trade fair for wine and spirits in Düsseldorf, Germany. For the booth design they needed a concept that would speak to their young target group and transfer the true American feeling. Therefore the GDS partners designed the booth like an American sports bar. With this outstanding trade fair appearance John B. Stetson Kentucky Straight Bourbon can start its success story in the European market.