Diageo:
The Hilhaven Lodge

Overview

A new-to-world American Whiskey brand created and developed by Observatory over eight years in partnership with Diageo and the current owner of the famed Hilhaven Lodge estate. It draws inspiration from generations of celebrations at a Beverly Hills estate of the same name, which was owned by some of Hollywood's most celebrated entertainers like Ingrid Bergman (Casablanca), Kim Novak (Vertigo), and Alan Carr (Grease and Saturday Night Fever producer). The whiskey is a blend of aged bourbon, rye, and Tennessee Whiskey from three distinct decades. The packaging is designed to evoke the 1927-built estate, with the angles of the glass matching those of the signature windows at Hilhaven Lodge. The woodwork of the home inspires the real-wood top. And the script, too, comes from the house itself. The "H" in the label's negative space is designed to draw attention to the bottle when backlit on the top shelf.

Outcomes

At launch, the Hilhaven Lodge sold out 3x in its first five markets, meaning Diageo had to triple the projected first-year supply to meet demand. The Hilhaven Lodge Whiskey was considered the most successful spirit launch of 2016, owing primarily to the story's authenticity, the spirit's quality, and the power of the bottle's design to evoke the desired brand feeling. It also won Double Gold at the San Francisco World Spirits Competition – considered the most discerning competition in the world.