Bringing to life Whyte & Mackay's industrial history and tying into the 170th anniversary of its birth on the docks of Glasgow’s River Clyde in 1844, we decided to do something audacious in the brand’s industrial birthplace. Something that had never been done before. We built a pub on top of a 150ft crane located on the banks of the River Clyde, and we called it 'The Lion’s Clyde'.
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The crane’s old wheelhouse was the ideal space to convert into one of the smallest pubs in the UK – installed for a limited time only. The client was excited about the pop-up concept of the pub. It was a first – a maverick idea for the blended whisky category that would allow a select amount of customers to be fully immersed in a truely memorable experience. The wider audience were impressed by a visually stunning, progressive and fun concept.
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Crucially, although The Lion’s Clyde was placed within a historic setting, it was to be delivered in a very modern way. Whisky lovers could only book a place at the bar - which would run for three days only - via Facebook. This built a huge amount of excitement online – more than 5,000 posts were generated. Consumers became brand ambassadors as they began their interaction online in advance and then shared their experience on social media again afterwards. This also meant Whyte and Mackay could engage directly with their customers.