Nimbility To Build The Last Drop In China
Iconic spirits company, The Last Drop Distillers, have signed with Nimbility to build a focused three-year brand strategy for China.
The Last Drop hunts for and procures rare casks of old and exceptional spirits to find truly delicious drops to offer to lovers of hand-crafted spirits. This exciting new partnership with Nimbility aims to raise awareness of these exquisite products and create accessibility through a multi-channel strategy with a strong focus on building presence in the super premium on-trade.
"Having launched Chivas Regal in China in the late 90s under the watchful eye of James Espey, I'm thrilled to be working with the Espey and Jago families on the extraordinary phenomenon of The Last Drop," says Nimbility Founding Partner Ian Ford. "The potential for The Last Drop among discerning whisky-lovers in Asia is very clear to me, and excitement across the Nimbility team is running high!"
Currently available in extremely limited bottlings, The Last Drop includes a rare 1971 Blended Scotch Whisky, a 1947 Hors d’Age Single Estate Cognac and a Centenario Port Duo from 1870 and 1970. These are all stunning examples of their genre, showing incredible complexity, elegance, finesse and, most importantly, extreme drinkability. Consistently high scores with industry experts such as Jim Murray, of The Whisky Bible, and Jancis Robinson MW, undoubtedly place these amongst the best liquids in the world.
As well as building brand equity via a dedicated WeChat channel where The Last Drop can communicate directly with enthusiasts, an on-trade strategy will be put in place targeting the very finest bars, restaurants and 5-star hotels in China. In addition, strategic partnerships will be implemented to raise awareness of the brand, placing it within a luxury lifestyle context. A carefully mapped out KOL program using some of China’s most highly regarded spirits experts will also be developed, creating genuine, life-long brand ambassadors within the trade.
Regular buyers of The Last Drop, so-called ‘Droplets’, will be awarded for their loyalty via a bespoke rewards program that will include visits to Scotland and access to VIP events, dinners and tastings.