Martell: Secondary markets

Freemavens collaborated with Scotch Whisky brand Chivas Brothers and Martell to unearth novel datasets and insight in the realm of global whisky auctions after noting they were a blind spot, and maximise the opportunity.

Summary

Finding the path from improbable to possible only happens when compelling collaboration occurs between committed partners. Next generation growth consultancy Freemavens partnered with critically acclaimed and world-renowned Chivas Brothers to unearth novel datasets and insight in the realm of whisky auctions after noting they were a blind spot. It was hoped that auctions could uncork the perfect blend of understanding and growth potential in the opaque primary and secondary markets.

While delivering the project for Chivas Brothers, the innovative and impactful nature of the work caught the attention of portfolio sister brand Martell; leading to cross-category collaboration and learnings...

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