The only side of the Duomo that nobody sees. And that alone could sum up the launch by Gruppo Meregalli Spirits for ThunderDonk, the new flavored whisky making its debut on the European market straight from New Zealand.
NOT HOLDING BACK
If they wanted to make a bold statement and position themselves, they certainly succeeded with Duomo 18, the first private Wine Business Club—one of those places where you don't get in without a membership card, and you don't earn that card with loyalty points. In a time when the challenge is to be seen in the city's most high-profile spots, choosing one of Milan’s most exclusive venues is a bit of a challenge thrown down to the events world.
A small guest list consisting only of people the brand actually cares about—those who truly drive sales (because brands do that too)—alongside a genuine welcome from a group of friends waiting for their guests without unnecessary opulence, because the location spoke for itself.
NO NEED TO SHOUT
Launching a product on a terrace like Duomo 18 speaks about the product without the need to show off its features; it speaks to the vision of a group that feels like family, sending a clear message: elegance and premiumness don't need to be shouted.
YOU DON'T ALWAYS STARVE AT EVENTS
One thing we really want to say—or rather, shout—is that we finally ate. We aren't desperate freeloaders looking for a complimentary dinner at restaurants; 99% of the time, we pay for our own food and drinks, as we strongly believe that people's work and time have value, even when you're there to cover the event. At many bar industry events—and we’d love to hear your thoughts on this—people tend NOT to eat. We know very well that the costs behind these events are high, but you can’t expect guests to consume alcohol while serving nothing but peanuts, especially when the message constantly being preached is "Drink Responsibly." At the ThunderDonk launch, the Meregalli group had the thoughtfulness to serve good food to guests who were drinking a 33% ABV product.
GO AND FORM YOUR OWN OPINION
We won't tell you much about the product because that’s not really our style, but we can tell you that it comes straight from New Zealand and is the result of an 18-month R&D project. As for the rest, as always, we invite you to try it for yourselves and make up your own minds.
As whisky lovers know, we are currently in the middle of a Flavored Whisky boom, and this launch—coming at a time when alcohol sales are dropping—seems designed to ride that wave and win over a new target consumer base.
As for us, we experienced the DUOMO 18 terrace to the fullest. Plunged into a playful, unconventional vibe, we spent an evening with friends whose only goal was to make their guests feel at home—and, of course, to sell bottles (and we'd add, thank goodness for that).
