DFS Group

The Whisky Festival

The task

When DFS came to us with an idea for an expanded tasting experience to bring together their favourite and best selling whiskies, we knew we had to come up with something special.  A conversation with the CEO of Changi Airport revealing his love of jazz gave us just the right inspiration for Singapore airports first ever pop-up bar.


Concept design


Customer Journey


Event design


Circle Square brand device

The Whisky Festival brought together food, drinks and music to create a multi-sensory celebration of whisky in the airport concourse. Big Bad Wolf developed an integrated concept to showcase the magic happening in the casks, including pop-ups in 5 key airports, social media engagement, more than 50 ambassador sessions and 280 hours of live performance. 

Rather than focussing on brands, we created a true taste led experience where consumers could explore the right whiskies for their personal preference in one place, not just those from one distillery.

Each flavour centric area combined whiskies to try with unique hors d’oeuvres to bring out their characteristics, as well as a brand agnostic whisky expert to educate and recommend. The festival delivered great traction with travellers in the concourse and converted it into increased traffic and purchase in store.

The results surpassed all expectations: 528,238 bottles of whisky were sold globally during the festival, which represents 1 bottle every 60 seconds. The event also generated 22m+ impressions on social media, and brought the equivalent of $3.8m in PR value.

Related projects
Manage your preferences
We use cookies and similar technologies to enhance your browsing experience on our website circle-square.com.