Feragaia - Haven’t You Tried This Yet?
Making curiosity work in their favour, inviting pioneers to explore.
The original free spirit.
With its tagline ‘The Original Free Spirit’, Feragaia is Scotland’s first authentically distilled alcohol-free spirit, ‘hand-crafted from 14 land & sea botanicals that were carefully identified for their flavour profiles and natural properties from wild earth’.
The initial challenge for co-founders Jamie and Bill, even with their 10 years’ experience in the spirit industry, was answering the all too familiar questions asked whenever they introduced ‘Feragaia’ to a new audience.
Haven’t you tried this yet?
The frowns, the quizzical looks, the reluctance to explore this true alternative. People would ask ‘Is it like a gin or a whisky?’ ‘What does it taste like?’ ‘How do you drink it?’
The fact is that ‘Feragaia’ is not alcohol-free gin or whisky (despite its Scottish origins). It is its own original taste, a versatile spirit with real depth and flavour. The co-founders needed a strategy designed to answer those questions, and to raise awareness of this true alternative.
Share the experience.
Shared experiences, bringing theatre and ‘Feragaia’ mixology to special events and carefully selected venues across the country, would create conversation, make emotional connections, and generate shared content.
Explore the alternative.
Inviting people who enjoy trying new experiences to explore the different ways to drink ‘Feragaia’ in a shared experience would open up its possibilities and versatility to those who may not have considered an alcohol-free spirit.
Grow the tribe.
The Chef and the Wild Mojito, the Artist and the Paloma, the Writer and the Negroni. By giving ‘Feragaia’ pioneers their own signature mix and a platform to share it, their stories become ‘Feragaia’ stories, and so the tribe is grown.
