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Help us re-imagine Whiskey!
business product development innovation brand development idea generation
top 50%
21 months ago
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Whiskey is part of the world. There's American Whiskey, Irish Whiskey, Japanese Whiskey, Scotch, and so on. It’s part of music, movies, literature, and fashion - but it feels a bit "stuck in the past" so-to-speak. With so much exciting change happening in other spirits categories such as Rum, Gin, & Tequila, Whiskey has been left behind. We want to blow off the dust and revive the Whiskey category. 

How can we create a whiskey that feels culturally relevant?  More specifically:

  • How can we take whiskey from being an old man drink to an every person drink?
  • How can we take whiskey out of dark leather arm chairs and roaring fires to casual early evening hangs outs with friends?
  • How can we take whiskey from harsh neat liquid to delicious drinks?

We think Whiskey should be youthful, global, and cool. It's a drink of substance for people of substance. Tell us about your great idea for giving Whiskey a true revival! 

This challenge is for participants 21 years or older.


We want to hear your great idea for reviving Whiskey. You are welcome to innovate around all types and categories of Whiskey (American, Irish, Japanese, Scotch, etc.) Specifically, address the following:

  1. What is your product idea for a brand new Whiskey? (We want your ideas about the product itself, not just advertising ideas!)
    1. What is your brand? Think about the bottle, the packaging, the label, the way it will be advertised when describing your brand in detail.
  2. What is special or unique about the Whiskey?
  3. Who is your target customer? Who will this Whiskey appeal to? Why?
  4. Why is your idea culturally relevant? 
  5. If you were to announce the launch of your new Whiskey on Twitter, what would your tweet be?
  6. Provide a visual to bring your product to life. Your visual must include the packaging and label of the product. It is optional to also include the glass/bottle style.

Special Note: Winning submissions will address all of the above deliverables with great detail and thought. Submitting a visual is a requirement to be considered a winning solutions. 

    Submissions will be graded on the following criteria:
  • 1-10 Scale
Reward Tiers
Top 10%
will share $500
Next 15%
will share $200
Next 25%
will share $100
Actual individual rewards will be based on the total number of eligible solutions.
$38.50 E North Carolina State University
$38.50 K
$38.50 J
$38.50 Square pic 60 img 4053
$38.50 Square pic 60 image0
$38.50 J University of Alberta
$38.50 Square pic 60 temp photo
$38.50 Picture?width=160 Humboldt Universitat
$38.50 Square pic 60 img 2512 Johns Hopkins University
$38.50 Square pic 60 matthew gaiser calgary bow headshot  1 Queen's University
$38.50 Square pic 60 dog and cat cuddling cropped Mumbai
$38.50 H University of Virginia
$38.50 A University of Pennsylvania
$10.00 Square pic 60 38197 McGill University
$10.00 Square pic 60 345935  1  copy University of Sunderland, UK
$10.00 K
$10.00 A Boston University
$10.00 J Brock university
$10.00 A
$10.00 Picture?width=160 stockholms universitet
$10.00 Square pic 60 screen shot 2017 06 20 at 5.45.05 pm H N B garhwal
$10.00 Square pic 60 a6cab3fa df6c 4e47 b843 27f67e7c5e47 Howard University
$10.00 Square pic 60 img20190108124848 Manipal University
$10.00 Square pic 60 fb dp IIM Indore
$10.00 L University of Oxford
$10.00 I
$10.00 B
$10.00 H
$10.00 B
$10.00 Square pic 60 screennailcache1.290702415  1 University of Cebu
$10.00 Square pic 60 10626807 10207341015504890 6811826923145228635 n Murray State University