Distilled on the edge of the earth in Central Otago, Scapegrace whisky sees the new day before the rest of the world. 

Free from the ties of tradition, new world whisky is carving a category of its own, straying from old school whisky distilling methods. So to promote the global launch of Scapegraces’ first ever new world whisky, a series of date stamped images were aired around the world as messages from the future, proving that it’s whisky beyond its time. 

The integrated campaign featured across a range of outdoor, digital, radio and print media around the UK and the States, with each element captured in the future, from New Zealand.

Co-founder and marketing director of Scapegrace, Mark Neal says, “The Single Malt journey has been part of the brand’s strategic direction since early creation, with a real focus on pioneering the movement of New Zealand Single Malt Whisky on the global stage. With a great ambition to showcase New Zealand Single Malt to the world, we are thrilled to release the Whisky Beyond Its Time campaign. We wanted to show the world what the future of Whisky looks like and that Scapegrace is paving the way for years to come.”

Scotland has a rich distilling heritage dating back to the 1400s, so it made sense to run bespoke print ads from the future in local newspapers, giving the old world a taste of the new world.

The campaign also featured a radio spot, recorded in Auckland and immediately aired in the States, showing listeners what whisky being poured tomorrow sounds like.