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As the world’s most awarded single malt scotch whisky, Glenfiddich has always led with a pioneering spirit. It was this spirit that inspired the creation of The Independent Bar, a one-of-a-kind pop-up whisky bar that opened in Johannesburg. Open for only three nights a week over next three months, The Independent Bar is a by-invite-only venue offering a unique space for Glenfiddich drinkers to enjoy a whisky bar experience like no other.

To bring the concept to life, 5TUDIO produced a series of high end cocktail serves, bar video builds and editorial content that rolled out over 3 months. We produced a selection of TV-quality cocktail builds using Glenfiddich as a base alcohol, and then also enticed readers with interesting editorial about the secret space.

All the content was housed on a custom designed pop-up channel on 10and5 and content was distributed to the 10and5 audience on social media. Overall, 10and5 sent just over half of the registrations to the official website and achieved more than 200% more video views than expected.