The MAFFEO DRINKS Podcast 097 | Racheal Vaughan Jones | Mastery & Imagination: How Compass Box is Redefining Whisky Marketing
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Apr 22, 2025 Racheal Vaughan Jones, part of the marketing team at Compass Box, dives into how the brand redefines whisky by positioning itself as true 'whisky makers.' She discusses the recent transformation of their core range into four intuitive flavor profiles and the philosophy behind their 'Long Live Interesting' branding. Racheal also highlights the award-winning 'Hedonism' limited edition, showcasing its collaboration with female artists. The conversation reveals innovative local marketing strategies and the emotional storytelling that enhances consumer connections.
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Whiskey Maker Concept
- Compass Box invented the term "whiskey maker" to describe their holistic approach beyond blending and distilling.
- They focus on the whole experience including packaging, storytelling, and atmosphere, not just the liquid.
Brand Essence: Mastery & Imagination
- Compass Box's brand essence is mastery and imagination, differentiating it distinctly in the market.
- Their brand platform "Long Live Interesting" combats boredom and encourages consumers to embrace curiosity.
Simplify Whiskey Range
- Simplify your whiskey range to distinct flavor territories to reduce consumer confusion.
- Let consumers easily navigate by flavor preferences like fruity, oak, peat, or sherry influences.