Perceived as an ‘old school’ drink of choice in the past – whisky has recently being picked up by young social drinkers. The consumption of whisky signifies the perception of being different, progressive and sophisticated. “Pearlfisher London was tasked to create a new standout whisky brand, The Gild, for the Russian market and beyond. The brand creation included stategy, brand identity, naming, brand language and tone of voice, structure and graphic. The new whisky brand needed to be authentic, believable and western, not explicitly Russian – but with a universal appeal to resonate with the target Russian consumer, whilst leaving further space for growth”