Consumer
Copenhagen Distillery
Strengthening brand presence
Consumer
Strengthening brand presence
Copenhagen Distillery, Denmark’s pioneering whisky producer, is redefining the whisky landscape with its bold approach to craftsmanship, culture, and innovation. Established in 2014 as the first and only distillery in Denmark’s capital, it seamlessly blends art, craft and science to elevate the art of whisky-making and create distinctively Danish whisky that rivals the very best from across the globe.
In an industry traditionally dominated by Scottish and Irish whiskies, Master Distiller Lasse Öznek is leading the charge with an unconventional yet methodical approach, drawing from his background in pharmaceutical science. His relentless pursuit of perfection characterises the brand, ensuring each whisky produced is unique, innovative and crafted to inspire appreciation for the artistry behind whisky-making.
As part of our communications strategy, we set about securing high-impact profiling opportunities for Lasse, to shine a light on the man behind the rebellious whisky, and ensure whisky enthusiasts and industry insiders could hear firsthand how his innovative techniques are pushing the boundaries of whisky and propelling Copenhagen Distillery to new heights.
To showcase Copenhagen Distillery’s vision, we secured an exclusive interview for Lasse on The Spirits Business podcast, a leading international platform for the drinks industry. This opportunity allowed him to share his journey, the distillery’s philosophy, and the science behind his unique approach to whisky-making in an authentic, first-hand environment.
To ensure Lasse was prepared, we crafted a comprehensive briefing document outlining the interview format, key brand messages and potential interview questions with suggested responses. We also conducted a briefing session, offering an opportunity to refine talking points ahead of the interview.
During the conversation, Lasse explored the distillery’s commitment to innovation, the meticulous development process, and the cutting-edge production and ageing techniques that differentiate the distillery from traditional whisky-making producers. To bring the flavours and craftsmanship to life Lasse hosted a bespoke tasting for the journalist, offering an exclusive first taste of the upcoming RAW No. 5, alongside latest editions including RARE x Harvey Nichols and REFINED.
Following the podcast interview going live, The Spirits Business further amplified Lasse’s insights in a dedicated online article, which reached an engaged audience of more than half a million monthly unique users. This exposure further increased visibility of Copenhagen Distillery within the UK market and reinforced the brand’s position as a rising force in the global spirits industry.
Securing the opportunity was a strategic step in strengthening UK brand presence, by increasing awareness and positioning Copenhagen Distillery as a key player in the global whisky industry.
You can listen to the full interview here.
If you’d like to know how Houston can help you, get in touch with our team
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