A case study in creating campaign imagery that speaks to younger female consumers

The Challenge: Expanding Beyond Traditional Demographics
When growth-stage whisky distilleries hit their stride, they face a crucial decision: stick with their established customer base or expand into new markets. For many Scottish distilleries, this means moving beyond the traditional male demographic and creating authentic connections with younger women – a market segment that’s driving significant growth in premium spirits.
The brief for this spec campaign was clear: create summer-focused lifestyle imagery that would position a whisky brand for the “here come the girls” market without alienating existing customers or feeling forced.

The Creative Approach: Authentic Moments Over Posed Perfection
Instead of the typical whisky photography – dark bars, leather chairs, and solitary contemplation – I crafted a narrative around relaxed summer evenings and after-work socialising. The hero concept: highball cocktails that make whisky approachable for newer drinkers while maintaining the premium quality perception.
The story unfolds through five key moments:
• The ritual of preparation and pouring
• The social element of sharing drinks
• The refreshing summer serve with citrus
• The quiet appreciation of quality
• The intimate, hands-on experience

Technical Solutions: Working Within Real-World Constraints
Location Challenges: Shot entirely in a living room setting, this project demonstrates how brands can achieve premium results without expensive studio hire—crucial for growing distilleries managing tight marketing budgets.
Lighting Strategy: Used ring lights with colour gels to create warm, golden hour lighting that enhanced the whisky’s natural amber tones while maintaining the relaxed, domestic atmosphere.
Equipment Used: Canon EOS 2000D with 24mm, 50mm, and 100mm lenses allowed for varied perspectives, from wide lifestyle shots to intimate product details.
Efficient Workflow: Complete image capture in one hour with multiple setups, proving that professional results don’t require all-day shoots.

The Business Impact: Why This Approach Works
Market Expansion: These lifestyle images position whisky as part of modern social rituals rather than traditional masculinity, opening doors to the fastest-growing spirits demographic.
E-commerce Performance: According to Shopify research, lifestyle imagery can increase online engagement by up to 30% – crucial for distilleries selling direct-to-consumer.
Versatile Content: From website headers to social media stories, this image set provides months of marketing material across multiple channels.
Brand Differentiation: While competitors stick to heritage imagery, brands using contemporary lifestyle photography stand out in crowded digital spaces.

The Results: Premium Quality Meets Market Reality
The final image set delivers:
• Authentic storytelling that resonates with target demographics
• Premium brand perception maintained through careful styling and lighting
• Versatile usage across digital and print marketing channels
• Cost-effective production suitable for growth-stage budgets
For growing whisky brands, the message is clear: your product’s quality deserves imagery that opens new markets, not just serves existing ones.

Ready to expand your brand’s appeal? If you’re a Scottish spirits brand looking to connect with new demographics while maintaining your premium positioning, let’s discuss how strategic lifestyle photography can drive your growth.