STRAIGHT FROM THE
SOURCE
LIQUID TO LIPS D ESI G NIN G T HE D R INK ING EXPERIENCE IS T HE PLASTIC S T RAW WO RTHY O F A S U PER PREMIUM DRINK? WHAT COULD B ELVEDERE VODKA OFFER INSTEAD?
CURRENT PRODUCT: CHEAP GENERIC MASS D I S POSABLE B R A N D LESS
THE RYE STRAW: OR I G INAL E X C IT ING I NN OVATIVE S U P E R PREMIUM B R AND IDENT IFIER
C OR P ORAT E SOCIAL R ESP ONSIBILIT Y
KEY INSIGHTS + I N S P I R AT I O N
NEW AESTHETIC + A S S O C I AT I O N S
BRAND // KENZO “FA NTASTIC HE RI TAGE BRAND ” “SERIOU SLY DESIRABLE, E F FORTLESS” “ YO U TH, EN ERGRY AN D QU IRKY VERV E - A L L THE KEY I N GR ED IEN T S FOR A CU LT LABEL” VOGUE
19 TH CENTURY AMERICAN B A RT E N D E R S
MARKET GAP: PREMIUM + NATURAL D R IN KI NG STRAW S
ONGOING TRENDS: STYLE + SUBSTANCE
DEMAND // CRAFT
DEMAND // QUALITY
LOCATION // E1 THE WAPPING PROJECT 18 9 0 PUMPING STATION WA REHOU SE I NTERIOR E XCI TIN G SPACE RE S TAU RANT + GA LLERY
BAR // THE WHIP THE RUNNING HORSE CH A RACT ER J UL E P REVIVAL MAY FA IR SETT ING CL A S SIC ST YLE YO UNG + P R EMIU M
PRODUCT OVERVIEW: THE RYE STRAW MANUAL T HE B A R T EN D ER’S B E ST KEPT SECRET
THE ORIG I N A L STR A W B E L VE D E R E V OD K A
S TR A I GH T F R OM TH E SOURCE
HA N N A H S E GR E E N
A PROJECT BY HANNAH GREEN