People don't usually think of whisky as a summer drink. What's more, as a premium single malt, we can't suggest you add a mixer. And our more dedicated fans would call it sacrilege even to add ice.

So how do you sell whisky in summer? Well, you create a new drinking occasion. The golden hour.

 
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We started with a social campaign, pushed out via our CRM platform, to get people to raise a dram at the golden hour - the hour when the light begins to fade, the jumpers come out, and the sky is as golden as our single malt. You can still see the photos our followers posted under #GFGoldenHour today.

The concept then expanded, becoming a nationwide tour with the brand ambassador, as well as full 360 captures of the sunsets on the tour, along with a short film.