William Lawson’s Scotch Whiskey, known for its unique, sweet flavor profiles, presents a bold departure from typical scotch whiskies. First blended in 1849, it is a mainstay on the shelves of purveyors of fine blended scotch brands in countries around the world—except in North America.

Parent company Bacardi asked to organize a test product launch to evaluate William Lawson’s potential success in the American market. Focusing on the greater Boston market, a launch strategy that included out of home advertising and point-of-sale materials.