Our Issue
Heineken Beverages has a premium, locally made whisky portfolio that isn’t hitting the mark with the modern South African whisky drinker. How can we make our proudly South African whisky brands more accessible and approachable to both traditional whisky lovers and the modern, culturally diverse whisky drinkers in SA?
Our Realisation
Heineken Beverages is a part of South Africa’s rich whisky heritage with our locally crafted premium whisky portfolio. To combine and celebrate our proud roots with the inclusive values of South Africans, we’ve dreamed up an innovative approach that blends the traditional world of whisky with the modern South African’s needs. This vibrant solution aims to create a central, culturally resonant space where all the wonderful contradictions of the modern world of whisky are celebrated by everyone who enjoys whisky – effectively promoting our whisky portfolio.
Our Creation
Enter Dash & Dram – SA’s newest Whisky Club, and the first of its kind. Here vintage sips meet weekend vibes, and single grains pair perfectly with sizzling braais. A club where whisky connoisseurs and novices come together to celebrate the ever-evolving world of SA whisky while embracing our unique culture by reinventing whisky norms. The innovative club makes South African whisky accessible and enjoyable to everyone, regardless of their level of expertise. Members get exclusive access to premium Heineken Beverages whisky brands crafted at the renowned James Sedgewick Distillery while belonging to a community of like-minded whisky lovers. Networking events and our online forum promote discussion and connection, while news and insights from SA whisky icons educate and inform members about the wonderful world of whisky.
Dash&Dram website had 4,852 unique visitors in 48hrs and 832 sign-ups in 48hrs. That is a 20% conversion rate.
