Challenge: Roe & Co wanted to reintroduce its premium Irish whiskey to culturally curious audiences through a lens that felt both nostalgic and modern. The challenge: create a sampling experience that didn’t just serve product, but sparked emotional connections and cultural relevance.

Idea: Design an immersive tasting station inspired by classic record crates, blending the tactile nostalgia of vinyl with Roe & Co’s modern storytelling. The concept positioned whiskey sampling as more than a drink—it became an experience of culture, craft, and sound.

Execution:
Built a sampling bar designed as record crates, inviting guests to flip through and discover Roe & Co’s portfolio.

Integrated a functioning record player to create a warm, analog ambiance.

Curated product displays alongside vinyl records, uniting music discovery with whiskey tasting.

Delivered a multi-sensory experience that layered taste, sound, and touch into one cohesive story.

Results:
• 2,500+ samples poured over the activation weekend.
• 8–10 min average dwell time, nearly double a standard sampling booth.
• 75% of guests engaged with the vinyl crates while tasting.