EXECUTIVE SUMMARY
Date: January 25th, 2019​
Location: Barker Hanger
Details: Four of 60 whiskies poured at this highly sought after experience.
Attendees: 400​
Cocktails Crafted: 1,200
60+ Whiskies to Taste​
World class music mixed with LA’s best chefs and food trucks, and other unique experiences​.
Chef Tastings​
The Whiskey X featured an acclaimed LA chef from a favorite local eatery offering a next-level culinary experience that is just as impressive as the selection of whiskies. Complimentary culinary samples were available for VIP Ticket Holders​.
Food Trucks​
The Whiskey X featured some of the area’s best food trucks including: The Woke Truck, White Rabbit Food Truck, Street Kitchen LA, The Taco Cartel, and Chinese Laundry​
The premium whiskey tastings included:
Knob Creek Portfolio Family (Neat)​
Basil Hayden’s Portfolio Family (Neat)​
Makers Mark Portfolio Family | Jim Beam Portfolio (Neat)​
Key Takeaways:
- Having the four brands poured next to each other kept the flow of traffic steady. It also gave guests the opportunity to bounce back and forth between brands. In other scenarios, competitive stations with a single point of interaction can result in lines with 20 to 30 minute waits.
- The Bourbon Legends moniker was not right for the crowded room as it did not fully communicate which brands were being sampled. Recommend raising signage for each barrel​.
- However, the ambiguous nature of the BL theme seemed to have drawn in people that may have passed by Jim Beam or Makers Mark.
Many guests gave insightful feedback about the quality of Jim Beam Black & Bonded.
Makers Mark Diplomats were able to spend time with guests who loved their 46 variety but misunderstood the whiskey.
Many guests said they were regular Basil Hayden’s purchasers.
BEST COMPETITIVE ACTIVITY:
Glenfiddich​
Small size booth build out worked will. It used a white tile background and bar with copper accents and chic lamps. Glenfiddich served neat pours from their portfolio family from expert bartenders.
BEST COMPETITIVE ACTIVITY:
Whistle Pig​​
They used a small to medium size booth build out to serve their product. It had a lucite standing background with wood and metal bar. Whistle Pig bartenders served neat pours to eager guests.
COMPETITIVE ACTIVITY:
BRAND:​​
Sexton Irish single malt whiskey made with 100 percent Irish malted barley, triple-distilled in copper pot stills, and aged in European oak and former sherry casks.​
SET:
Small wooden classic bar build out with hanging lucite imagery inside. Served neat pours of Sexton Single Malt.​
