WHISK(E)Y ON THE ROCKS
BEAM SUNTORY
Experiential Festival, Sydney & Melbourne
Whisk(e)y on The Rocks is a premier, multi-day festival located in Sydney’s historic The Rocks precinct, featuring whisky tastings, pop-up bars, and masterclasses.
My Role: Creative Director
From original concept creation and naming through to festival experience, including brand integration, audience strategy, and overall guest journey.
THE BRIEF
Beam Suntory wanted to create an original, portfolio-led consumer event that drove footfall into key venues, built genuine brand advocacy and positioned their spirits portfolio in an engaging, experiential way.
THE CONCEPT
A guided whisky and spirits experience through Sydney and Melbourne’s best bars, where each venue became a different world, a different brand story, and a different pour.
The concept later evolved into a four-day roaming festival across The Rocks, transforming the precinct into an immersive whisky playground.
Anchored by the Overseas Passenger Terminal and surrounding venues, the event featured:
The ultimate goal: to become one of the top things to do when visiting Sydney.
HIGHLIGHTS
Highlights include a 1972 double-decker bus lounge, curated tasting flights, rare whisky bars, and food pairings with stunning harbour views
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100+ whiskies from Australia and around the world
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Curated whisky trails through partner bars
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Exclusive masterclasses and tastings
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Live music and entertainment
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Pop-up experiences including Monkey Shoulder and Johnnie Walker activations
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Boutique sessions at The Doss House
THE OUTCOME
The activation generated significant media coverage, including live broadcast and incredible influencer traction, delivering results that extended the campaign's reach far beyond the event itself, creating meaningful impact and conversation about sustainability.
