Racheal Vaughan Jones

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.