In May this year, Hunter’s Choice Whisky ushered in a new brand position with the unveiling of a new upgraded bottle with three key features: a new closure, a vibrant and modern label, and a new brand proposition. We spoke to KWAL’s Lorraine Wairimu about this new development and what it means for the brand and consumers.
Here is what she had to say.
Please introduce yourself.
My name is Lorraine Wairimu, I’m the Brand Manager- Brown Spirits at KWAL.
Why are they called brown spirits?
The name comes from the colour. Spirits are usually divided into two categories; brown and white where white is your vodka and Gin, and brown is your whisky, cognacs, and rum.
What inspired the recent rebrand of Hunter’s Choice?
Hunter’s Choice has been around since 1999, with different seasons in terms of look and feel. We felt that we needed to bring the brand to where the consumer is by making it more modern and fitting in terms of whisky categories. One of the callouts for Hunter’s Choice is that our hunter is a hero. Even if you look at the label, our hunter is a hero and we needed to make him progressive.
The first phase of the rebranding was to change the bottle with the KWAL engraving as a mark of quality. We also changed the label and the closures. But the liquid has the same great taste.
What is the key selling point for Hunters Choice?
One of our key selling points is the liquid, comprised of a great smooth blend. We have the finest blended whiskey that appeals to our consumers’ various palates. which speaks to KWAL’s mantra of “Making It Great for Everyone”.
We have the story of the hunter. We are urban hunters when going about our grind, when working and hustling. That is one of the key selling points for the essence of the brand, and the liquid itself.
How would you say the brand is performing against its peers?
Hunter’s Choice is the number one selling whiskey in Kenya in terms of volume and value. I can say that we are doing well in terms of reaching our consumers, and from a brand perspective we always put in the work to deliver utmost quality to our consumers.
How is Hunter’s Choice best enjoyed?
Different consumers enjoy whiskey differently. We recommend neat because the liquid is smooth. We also recommend it served on the rocks and with mixers.
What is your preference from a consumer perspective?
I can do neat, but I’ve also seen opportunities in cocktails and I’m a sweet tooth. Hunter’s Choice is so versatile that however you enjoy it, it works!
Have consumers had any difficulties identifying the new packaging?
No.We’ve been going round with the Hunter’s Trail across different regions, and we know that people have embraced our new look and feel.
Favorite fun fact about Hunter’s Choice?
When you look at our label, the first callout is the hunter and the dog. It speaks to the actual hunter. That is the one component of the brand that has remained constant, alongside the name of the brand, and the mountain. Our consumers have validated that the visuals of the hunter and the dog appeal to them the most.
What can consumers expect from the brand moving forward?
Our campaign Explore Boldly, is a thematic campaign that speaks to the brand’s essence to explore and discover. We are hunters and we are inviting consumers to explore boldly with us. The hunter never rests, and we are about to go big on all media platforms. We want to speak to our consumers through all the themes and occasions of their lives.