Strutter Whiskey
Meet Strutter: the flavoured whiskey brand that’s just swaggered onto the scene.
Flavoured whiskey has seen explosive growth, but the category remains dominated by hyper-masculine, party-fuelled tropes. When Valor & Grace Distilling Co. briefed us to disrupt the space, we saw a clear opportunity: create a brand with big flavour, big attitude, and even bigger charm, but without the frat boy fallout. Enter Strutter - a bold, character-led whiskey brand designed to swagger onto shelves and stay lodged in minds.
Keeping things simple helps consumer connection and cement memorability. The design has three key features that communicate the three product ingredients: A peanut-shaped label is both distinctive and disruptive, and talks to the key ingredient of peanuts. An orange and blue colour palette creates both standout and connection to the liquid’s orange flavour. The creation of the honey bear character swaggers and struts across the label carrying the pot of honey.
From the flask-shaped bottle to the short, sticky, bar-call-ready name, every detail of Strutter is engineered to challenge category norms and redefine what flavoured whiskey can be. It’s not just another entry - it’s a genre-bending original. The activation of Strutter in store and on premise, the social media content, the consumer promotions and the OOH campaign all point to Strutter’s ability to not just to disrupt the flavoured whiskey space, but to redefine it.
Sector
Spirits
Client
Valor & Grace Distilling Co.
Strutter had been an idea I had sat on for years and it was only when I sat with Row and Graeme, with their expertise, passion and energy for our industry, that I was able to crystallise the opportunity we had. The process from ideation, to positioning and design was not only deeply insightful but collaborative and fun. It gave me the confidence that we had something truly special, and we had created a brand that bought our liquid to life and would be loved by consumers globally. The word partnership is often used too liberally, but the google definition of partnership should include “Denomination” in it.”
Tim Szonyi, Founder, Valor & Grace Distilling Co.
