The Whisky Show
The Challenge

With the release of Diageo’s special release whisky range at the core of the stand and all messaging and after two consecutive years of winning ‘best stand’ in show the challenge is always to come up with something new, innovative, sustainable and bold whilst trying to attract new drinkers into the sector as well as to continue to appeal to existing consumers. 

Our Solution

As the new releases used sustainability and diversity as key messages we were able to create a bold and bright stand full of colour and light. Using local artists and our creative production team we used bold yet luxurious colours and live art to excite and engage consumers to challenge them to think of whisky in new ways. 
Every aspect of the stand was created to promote the messages to continue to be heard long after the doors have closed on the annual show. 
Elements of the stand including bottle displays, artwork and print were transferred and activated in other venues nationwide.

We are proud to say that once again the special releases area was the standout place to be in the show and we look forward to what The Whisky Show 2024 has in store for us. 

Client Feedback

Thirst Aid really put time into our Whisky Show brief response. The care, attention, and detail they went into following our brief was evident. We submitted a highly detailed brief, which was challenging to imagine how each individual element could come together in a full creative build. However,

Thirst Aid presented 2 separate options, both of which we loved. The first one stood out as a clear, instant winner and we had no hesitation in proceeding. It is a pleasure to work with an agency who really listens to the nuances in the brief. Our key ask was simplicity and lighting, allowing it to feel like a true luxury setup. During the show, we received comments from the customer that it was the best stand they had ever seen at The Whisky Show. It was unbelievably creative, with no straight lines, all curved edges, up lit from the bottom, it couldn’t have stood out at the show more effortlessly; it was the most unique, different stand there. I cannot fault the process of working with Thirst Aid. From the beginning they were forthcoming, excellent communicators and only demanding when it needed to be at the end with tighter deadlines, which I am incredibly happy about as it allowed us to really show off our best assets. Anisa, Ellie, and Richard were the perfect team of creative, design, communication and execution. Thank you, team!

Further projects