Hankey Bannister

Informing overseas brand growth with deep cultural assessment

With 250 years of history behind them, Hankey Bannister wanted to develop their overseas brand engagement. When they onboarded award-winning marketing agency The Union to develop a creative approach, they needed to identify the most culturally relevant creative avenue for Polish customers.

That’s where we came in. We surveyed 500 Polish people using an extensive questionnaire, uncovering lifestyle choices, spirit consumption, and current brand perceptions. From the robust overview that we formed, Hankey Bannister were able to see clearly how they could ingrain their brand within Polish Culture. With this, The Union developed a clear creative direction, putting this great British Whiskey firmly on the map.