thesingletonwhisky

Overall our R-Score sits above or in line with competitors, but with plenty of room for improvement. We're not on the backfoot; ideally, we should be able to excel past competitors with our refreshed strategy and key actions. We ranked second in both Follow Score (3.24) (behind Macallan's 3.42) and Share Score (2.48) (behind Macallan's 2.78), meaning our AI personas were keen to follow us and share our content based on what they saw. A stronger growth score than relevance score is something to be wary of; we ideally want our relevance to be as high as possible to ensure healthy, sticky follower growth and to maintain a community that continues to take value from our content beyond peak activations / moments. The Singleton's content resonated exceptionally well with survey respondents aged 26–35 and those aged 36+. However, the scores drop significantly for the 18–25 age group, where respondents frequently describe the brand as "too old," "expensive," or "unrelatable."

Despite much stronger engagement rate on Glenmorangie, and much higher followers on Macallan, their overall R-Scores are not much higher than ours. Our content is not struggling to resonate on the same level, and so embracing our identified white space and positioning against competitors' failings to resonate will be impactful. Our growth velocity is aligned with competitors (based on relative growth), but as mentioned we want to ensure this growth is relevant and earned through BAU content.

The Singleton: Approachability & Social Connection: The brand's focus on social gatherings, relaxed atmospheres, and cocktail recipes is highly appealing. It feels modern, approachable, and visually pleasing. Sophisticated yet Relatable: Many respondents find it sophisticated yet relatable, unlike some of the more exclusive brands. Areas for Improvement: A small portion of respondents feel it is still a bit too formal or traditional, or that it lacks connection to sustainability/ethical values. "It looks like a quality drink and the vibe is social and relaxed." "The sophisticated, lifestyle-focused aesthetic appeals to me, but I wouldn't share alcohol ads." "It looks nice but feels a bit old and unrelatable for my lifestyle." Macallan: Artistic & Creative Direction: Highly praised for its artistic animations, illustrations, and unique visual approach. The focus on design, architecture, travel, and nature is very popular. Aspirational & Premium: The association with fine dining, gastronomy, and high-end events is seen as very inspiring and beautiful. The "Pretentious" Gap: A significant number of respondents find the brand too exclusive, pretentious, and unrelatable, feeling that it is targeted at much wealthier individuals or "art collectors." "Highly relevant to my interests in travel, fine dining, and beautiful aesthetics. Very aspirational." "The creative and artistic approach is really inspiring and different. Very cool content." "It feels too exclusive and a bit pretentious for me. Not very relatable." Glenlivet: Clean & Elegant Photography: Appreciated for its high-quality, polished product shots, bottle aesthetics, and sophisticated food/floral pairings. Product-Focused: Appeals to purists who want to see the actual product and appreciate clean, artistic studio photography. The "Product Catalogue" Effect: The primary complaint is that the feed is boring, static, and too much like a product catalogue. It lacks a lifestyle connection, storytelling, or dynamic content, making it feel generic. "I appreciate the beautiful, considered photography and the classic, premium aesthetic." "It's a bit boring, just looks like a product catalogue with lots of static shots." "Aesthetically nice but feels quite traditional and not very exciting or lifestyle-focused." Glenmorangie: Harrison Ford Campaign: The celebrity endorsement of Harrison Ford is a major talking point. Film fans and those who appreciate a "classic, confident, and mature" persona love it. Moody & Cinematic Aesthetics: The rustic settings, distillery architecture, and understated style are appreciated by those who like mature aesthetics. Demographic Disconnect: Many respondents (especially younger or female respondents) feel the content is heavily male-focused, old-fashioned, and targeted at an older generation, making it feel unapproachable and un-relatable. "The Harrison Ford campaign is great. As a film fan, this really appeals to me." "The content feels very male-focused and doesn't align with my personal interests." "Feels aimed at a much older, male audience; not modern or relatable for me." Glenfiddich: Aston Martin F1 Partnership: The entire feed is dominated by their partnership with the Aston Martin F1 team, featuring racing cars, tech/engineering links, and high-energy luxury events. Polarising/Niche Appeal: It is highly exciting and dynamic for F1 fans and those into tech/engineering. The "F1 Disconnect": For the vast majority of respondents who are not into Formula 1, the partnership is completely irrelevant, corporate, and flashy. Many feel it is overly masculine and lacks any connection to their personal lives or interests. "The F1 partnership is really cool and exciting; makes the brand seem more dynamic." "I'm not into F1, so the partnership doesn't appeal to me at all." "Very corporate and masculine. It's completely irrelevant to my interests and budget."