Challenge:
Create a product inspired by a natural phenomena.

Solution:

An American single malt whiskey inspired by uniqueness and flavours of ‘fire falls’ – a natural phenomena in mid-February that sees a waterfall thousands of feet tall, turn lava red for a brief moment at sunset. The perfect alignment of sun, heavy snowfall, and clear skies occasionally creates this spectacle in Yosemite National Park. This dynamic new American whiskey captures the awe of these fire falls.

For all lovers of whiskey and the rare beauty of nature, our adventurous Firefalls whiskey offers a captivating exploration of unique flavour, and enchantment of the falls. We want to look to the future of whiskey making, and captivate curious minds with this wonder of our planet.

“American whiskey has gotten stuck in this easy marketing route of nostalgia. It’s comfy for whiskey brands to stick to history, but it doesn’t necessarily translate with all consumers in 2023,” – Samara B. Davis.

My brand will target a demographic of 21 to 40 year olds, this age gap crosses the lines of both Gen Z, and Millennials. This demographic is known for seeking unique and experiential products, with my phenomena embodying these characteristics. I’ve positioned my whiskey as a symbol for exploration and adventure, appealing to the desire for rare experiences.

Core Values:
Awe-inspiring – this brand captures the awe and wonder that you’d feel standing in the presence of the falls.
Adventurous – The heart of our brand is adventure, uncovering the unique and daring to step out your comfort zone.
Fiery – Like the phenomena, my brand is radiant and fiery, burning bright amongst their competitors.
Distinctive – In flavour, process and aesthetic, my brand is distinctive to the mainstream whiskey’s on the market.
Curious – Our brand invites the new and unique surprises in life, with a curiosity inspired by the firefalls.