Experiential Marketing Case Study: Malts of Legends

Live in Theater is no stranger to creating unique, engaging, and immersive shows for audiences and companies around the world. With some of the best actors, creators, and visionaries in the world of interactive theater, we have become known for our innovative marketing. In this new blog series, we’ll examine our past experiential marketing efforts, and give you a look at the goals, challenges, and solutions that arise when working on an immersive theater experience.

What: The Malts of Legends Experiential Marketing Event

When: 2015

Goal: The goal of this event was to create an immersive theater experience to launch and introduce 5 new single malt beverages to influencers, the media, and high-end consumers of Single Malt Whiskey.

Context: Dewar’s wanted to introduce a variety of new, single malt whiskeys to the market. These included:

  • The Deveron

  • Royal Brackla

  • Craigallachie

  • Aultmore

  • Aberfeldy


How to we create a one of a kind experience that increases engagement between the Dewers brand and the audience?


Live in Theater’s first step was to work closely with Dewar's, researching the backstory of each of these single malts and deciding which aspects would engage the audience, and the type of experience we could build. Focusing on the unique elements such as region and distillers, allowed us to create distinct characters as we would in a piece of fiction. Each actor developed their character with the goals and messages of the Dewar's brand in mind. In a world where social media is ruling “interaction”, the key was to give life to each malt whiskey, which allowed the media, consumers, and influencers to feel as though they were engaging directly with the brand and product itself. We designed a promenade style piece of theater that allowed the audience, acting as distillery apprentices, to interact with actors in different installations.


The event experienced a huge success and boost in awareness for Dewar's, with over 300 attendees, and 68 press features, covered in such publications as The WSJ, Time Inc, New York Magazine, Forbes, Esquire, Wired, and Men’s Health. These features resulted in over 200 million impressions and 15 million likes on Instagram in just a few hours.

Over 2,200 drams of whiskey were tasted during the event.

Live in Theater and Wonderland Events were awarded Holmes Report’s Gold Sabre Award for Innovative Marketing.

Featured Posts