First the technical bit. Caorunn (pronounced Ka-roon) is a brand new small batch Scottish gin that’s infused with five unique botanicals that creates a unique and subtle flavour. It found great favour with ‘The Spirits Business’ who judged Caorunn worthy of Gold in its 2009 awards. Caorunn is the Gaelic name for the Rowan Berry and the drink is being marketed as a Super Premium brand competing with the likes of Hendricks.
Whitespace works across a portfolio of International Beverage Holdings brands and the brief for Caorunn was to supplement the brand’s launch, in the summer of 2009, with a website that would get across the brand story for both the trade, including distributors, and potential consumers alike. Given that distribution was extremely limited at launch it was important that availability in both the on and the off trade was clearly signpopsted.
The site, which went live in August 2009, is beautifully designed (it almost feels hand- crafted like the brand itself) with a strong element of storytelling: how it’s made, what the ingredients are, how to mix and drink it and, of course, where to buy it. It has an appropriately luxurious feel.