New Zealand Whisky: Origins Southland Reserve

Origins is a limited edition, single malt whisky that marks the beginning of a new era, the renaissance of New Zealand distillery. It draws from its heritage to write its new own history.


EMOTIONAL VALUE

Exclusivity and refinement
An attitude of achievement at a young age
New Zealand pride and authenticity

CONTEXT OF USE/NEEDS

An exquisite Whisky reserved for big occasions, highly valued for its emotional appeal and taste

PERSONALITY

  • Confident but not arrogant
    Athletic but not body builder
    Hard worker but not workaholic
    Stylish but not funky
    Mysterious but not obscure


Loves to win and is good at it
The new kid on the block
He has stories to tell. He’s had adventures that everyone wants to hear about.

VALUES

  • Leadership: Leading Whisky in NZ
    Craftsmanship: Expertise and refinement
    Heritage: Connection to the past
    Visionary: Looks optimistically towards a successful future

TONE OF VOICE

This Whisky is a confident leader. Looks at the future and can predict the most favourable direction. It takes control over challenging situations and is always in search of testing his skills. He knows what he wants and is willing to work for it. He’s direct in his approach and clear when speaking. He has an attitude that inspires respect and admiration. He displays courage and determination and is always confident. There’s precision and detailed quality in this highly crafted Whisky. He communicates non-verbally with elegance and mystery. He has class and high social status.

WHISKY DESCRIPTION

“This single malt Whisky marks the beginning of a new era, the renaissance of New Zealand distillery. It draws from its heritage to write its new own history.”

Origins Southland, Single Malt is aged for 18 years in American oak, ex-bourbon barrels. And Jim Murray says it could be mistaken for “a 30 or even 35-year-old Speysider; almost a grassy maltiness melding into the light, exotic fruit and freshly chopped celery”. He writes: “Clean, delicate and elegant beyond words. If someone asked me how I would like my 18-year-old non-peated malt to come to me, it would probably be something like this: a top of the range 40-year-old.”

PRODUCT CHARACTERISTICS

This is a limited edition
Each bottle has a serial number
An exclusive invitation accompanies the product
Includes a limited access card
Includes a brochure
Includes 4 coasters

Presented in an exclusive black wood and gold printed fabric packaging

Brochure included in whisky box


Invitation envelope to be distributed to selected target market and Certificate of Authenticity upon whisky purchase


Limited access card


TARGET MARKET

Young men, aged 25 – 35 years old, managerial positions or self-employed/entrepreneur Economically independent in search of status, money and building up a professional career
Dedicates time and effort in his interests: sports, outdoors, extreme activities and fitness
University educated
Works hard and plays hard
A bright future ahead

EMOTIONAL PROFILE

VISCERAL | How does it look & feel?

Aesthetics Origins is inspired by the beauty of gold found in New Zealand during the gold rush
It presents an exclusive packaging and a pedestal for bottle display
The bottle is tall, elegant, clear and isolates the liquid as something extremely valuable
Fresh water from the Dunedin mountains and barely cultivated in its fields

Emotional
Connection Makes me feel accomplished, on top of the world. Something truly special.

BEHAVIORAL | What does it do?

Performance

  • A 44% Alcohol per volume
    Single malt
    Numbered bottle
    Display packaging
    Label/packaging is customised by serial number
    Limited edition
    Owned by Willowbank company


REFLECTIVE | What does it mean?


The heritage and craftsmanship qualities are reflected in a modern simulation of heraldry. The use of monograms depict ownership, heritage, history and craftsmanship. It’s a seal of authenticity

Lifestyle Depicts a high-status, successful young man, hard worker and with a brilliant future

Storytelling A new story to be written and the renaissance of New Zealand legendary Whisky

Scarcity Limited edition – Gift box kit & membership registration
Limited access ¬– Club for members by invitation only

Authenticity The first New Zealand distilled Whisky after the closure of the old distillery

Collectability None

EMOTIONAL DIMENSIONS

Personality Submissive / Friendly
Interaction High power / High status
Behaviour High motivation / Approach
Attention Front of mind / Voluntary
Value High stimulation / Pleasant

ENGAGEMENT METHODS

  • Exclusivity
    Surprise
    Rewards
    Customisation

WHISKY STORY


WILLOWBANK DISTILLERY

Whisky distilling in New Zealand was born with the arrival of Scottish settlers in the 1830s. Many Scots settled in the Otago region and the industry flourished here until the 1870s, when onerous government regulations effectively shut it down.

A distilling industry gradually re-emerged in the 1950s and in 1974, the Baker family opened the Willowbank Distillery in Dunedin, producing such popular whiskies as Wilsons and 45 South.
Origins marks the emergence of a new generation of New Zealand whisky. With its 18 year old, single malt, white oak cask, Willowbank establishes a new direction for the old craft of whisky distilling while imbuing smoky notes of allspice, for young men who have stories to tell.

NEW ZEALAND WHISKY

When gold was discovered in New Zealand, could it only be compared to be as “bright as the stars in Orion’s constellation on an frosty dark night” (Gabriel Read, 1860. NZ miner)

Despite that New Zealand is a young nation, it counts with a rich heritage and whisky distilling tradition. From the time of the 1860’s Gold Rush and the establishment of the early settlers, New Zealand saw a blooming distilling activity. Origins celebrates the discovery of something as rare as gold. Crafted with organic barely and the pristine waters from Dunedin’s snow-capped mountains, this whisky is imbued with ingredients from the purest country on Earth.

ORIGINS SOUTHLAND RESERVE

Color: Light gold.
Nose: Fresh, citrus fruits, waxy and herbal. Quite complex and instantly likeable. Tarry toasted wood in the distance. Toffee and cookie dough that is also present in the 18yo with an unusual grassy toffee. The fruits shift from the initial citrussy freshness toward more sweet and cloying yellow fruits like (dried) apricots. After some breathing there seems to be a hint of smoke and a floral note as well. Given time, the nose keeps developing, it gets better and better. Later again: grassy bonfire and pencil shavings.
Taste: Wood with yellow fruits, but not as citrussy as the nose suggested. Small hint of bitterness from the wood to give the fruitiness more character, as does the little bit of sweetness this has. Just one sip and the Whisky already shows great balance. It all fits nicely together.


A HIDDEN FORTUNE
A story about gold

During the great gold rush of 1860’s, treasure hunters from all over the world disembarked on Dunedin’s shores in search of gold. In an endeavour to make their fortunes in these pristine and prosperous lands, many lost their souls. Dunedin became a lawless land of miners and burglars. Any miner will tell you, gold and spirits mix well together. Yet it was the Scottish who brought the first whisky casks New Zealand was to see. Once the reserves were running low, new whisky was distilled and matured. The old barrels were used to preserve the original flavours. But barrels that once contained whisky, now hide a treasure. One acquisitive man ruled the goldfields. His name, William Fox. It was through the discovery of gold that Fox achieved prominence. His claim was challenged at the time, although his prospecting activities excited intense speculation and determined pursuit. His fellow miners doubtfully accepted his claim, but an official petition seeking the grant of a reward to Fox was rejected. Fox’s claim has never been accepted. It is still a mystery where Fox hid his fortune, if there was one. Some say it was in the old whisky barrels where he used to spend his nights drinking. There are no official records for the exact location, but we believe that each of our barrels contains a fair amount of that gold.

REFERENCES


http://www.thenzwhisky.com/project/dunedin-distillery-doublewood/

http://www.thewhiskyexchange.com/selection/mortlach_70_yo_1938_whisky.aspx

http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10832057

http://thomsonwhisky.com/san-francisco-world-spirits-competition-2014-double-gold/

http://www.nzherald.co.nz/lifestyle/news/article.cfm?c_id=6&objectid=11210441

http://en.wikipedia.org/wiki/Single_malt_whisky

http://www.dunedin.govt.nz/your-council/dunedin-history/scottish-heritage

http://www.masterofmalt.com/whiskies/spirit-of-hven/spirit-of-hven-seven-stars-no-one-dubhe-single-malt-whisky/

http://www.hokonuiWhisky.com/spirit.html

http://thomsonwhisky.com/

http://www.worldwhisky.com/new-zealand-whisky/

http://www.dunedinlibraries.govt.nz/kids/homework-zone/early-dunedin-and-otago/whalers

http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11112917

goldfields

http://www.teara.govt.nz/en/1966/gold-discoveries/page-2

http://www.otagomuseum.govt.nz/otagos-gold-rush/

http://www.teara.govt.nz/en/1966/gold-discoveries

http://www.toituosm.com/learn/about-the-museum-displays/gold-gold-gold/gold-and-dunedin

http://archives.govt.nz/about/publications-media/gold-fields-display-archives-new-zealand-dunedin-exhibition

http://gogold.co.nz/nz-gold-history/

http://www.otago.ac.nz/about/area/dunedin.html

FOX

http://www.teara.govt.nz/en/biographies/1f16/fox-william

GABRIEL

http://www.teara.govt.nz/en/biographies/1r3/read-thomas-gabriel

MONOGRAMS

http://www.brandedscreenprinting.com/branded-guide-graphic-design-monograms-2/

Patricia AguileraComment