Starward Whisky invites drinkers ‘To New Horizons’ in new global platform via TABOO
Starward Whisky is taking a bold step onto the global stage with its new campaign ‘To New Horizons’, developed with creative agency, TABOO. The campaign invites drinkers to break away from convention and embark on a journey into new frontiers of whisky enjoyment.
Since it was founded in Melbourne by David Vitale in 2007, Starward has swiftly ascended in the whisky world, clinching the title of the World’s Most Awarded Distillery of the Year at the prestigious 2022 San Francisco World Spirits Competition. Their signature maturation process, which uses locally sourced red wine barrels, pays homage to their Melbourne roots and is an integral part of their brand identity.
The ‘To New Horizons’ platform seeks to captivate both seasoned aficionados and newcomers to whisky, urging them to explore beyond traditional confines and discover whisky’s potential in delicious new cocktails and occasions. The hero film, shot by Max Greenstein of Betty Wants In and set in Melbourne’s iconic ‘HER’, explores the world of luscious cocktails, food pairings and moments to be discovered through Starward’s unique flavour profile. With a prominent presence on social media, YouTube, Foxtel, catch-up TV, and outdoor advertising nationally, the campaign is poised to extend its influence into the global market next year, further solidifying Starward’s international presence.
Reflecting on the campaign’s ethos, Starward’s Marketing Director, Brendan Moynihan states “Starward has always stood for defying traditional category conventions by taking whisky out of its comfort zone and making it more accessible for the next generation of curious drinkers. ‘To New Horizons’ reflects our dedication to this journey of discovery and we’re excited to see how it connects with the global whisky community.”
TABOO’s Melba Gounas adds insight into the collaboration: “Working with Starward on ‘To New Horizons’ has been like a toast to new adventures and old friends. It’s about embracing the future, injecting new energy and vibrancy, and connecting with everyone ready to explore the unknown, one sip at a time.”
Coinciding with the integrated campaign is the introduction of a bold new packaging refresh by renowned global design and packaging agency Stranger & Stranger, which showcases Starward’s innovative spirit. The “To New Horizons” insignia on each bottle is a mark of the brand’s progressive vision and drive.
Client: Starward Whisky
CEO: Simon Marton
Marketing Director: Brendan Moynihan
Marketing Consultant: Andrew Connelly
Brand Communications Manager: Bela Barbu
Digital Marketing Manager Zara Abernathy
Creative Agency: TABOO
Creative Director: Melba Gounas
Designer: Trent Bucknell
Copywriter: Angus Keach/Ryland Summers
Creative Producer: Hannah Cleary
Senior Account Director: Sarah Shaw
Senior Account Manager: Sinead Moloney/Jack Owen
Strategy Director: Tatum Ambler
Managing Director: James Mackinnon
Media Agency: Havas
Account Manager: Derya Parbo
Senior Account Director: Sarah Cook
Senior Performance Manager: Tania Antal
Account Executive: Frazer Woodhead
Production Company: Betty Wants In
Director – Max Greenstein
Executive Producer – Drew Dunlop
Managing Director – Chas Mackinnon
Producer – Ally Curtis
1st AD – John Sandow
DOP – Max Walter
Stills Photographer (Lifestyle): Melissa Cowan
Stills Photographer (Product): Ryan Creevey
Post Production: Puffin Post
Audio Production: Wildmill Audio
Packaging Refresh: Stranger & Stranger
8 Comments
I get they’re trying to bring new people into the brand, but this advertising feels so predictable and category-typical. A very mainstream take on a brand that set out to be different.
New packaging is nice though. Sets a better tone.
Pretty safe, not totally unexpected, but this will probably work very hard for the brand. New bottle looks tasty.
such a bland execution for something that could’ve actually been pretty great. it’s a cool platform and the brand is relatively new and fresh, so to see that potential squandered is a bummer.
Love it!
New packaging is a nice change. Not feeling the same for the uninspiring and mainstream approach. Rather than a bold step onto the global stage, its an predictable leap into the expected safe zone.
What credit was the person styling this product given? Nothing mentioned in this. Might be worth a think
Kirsty Bryson food/ drink stylist
Thank you! pretty disheartening to not be credited yet again…