The Gathering Event for Premium Whisky Brand
- Scotland
- Meetings & Events
- Food/Beverage
Crafting a Unified Future
THE CHALLENGE
Unifying Through Vision
The aim for this event was to reconnect their workforce, strengthen alignment with their core values—Open, Bold, and United—and inspire a renewed sense of purpose. Beyond reinforcing these values internally, they sought to broaden the appeal of their premium whisky brand to new audiences, increasing brand visibility and cultivating a new generation of enthusiasts.
To achieve these goals, The Gathering was designed as a large-scale event that would bring 1,950 UK employees together at the SEC. With a new CEO at the helm, the event needed to be more than just a corporate gathering. It was an opportunity to create a shared experience that would inspire employees, deepen their connection to the company’s mission, and empower them to champion its future vision.
Additionally, sustainability was a key priority. The event had to go beyond surface-level eco-consciousness by implementing meaningful, measurable practices that would reduce its environmental impact and align with the company’s commitment to sustainability.
THE SOLUTION
Transforming Corporate Culture
To deliver an experience that was both meaningful and memorable, Impact XM took a strategic, data-driven approach. Insights gathered from internal surveys informed the event’s content and structure, ensuring it resonated deeply with attendees. Pre-event communications helped build anticipation and reinforced the company’s vision, creating a strong foundation of excitement and engagement leading up to the event.
Upon arrival, attendees were immersed in a thoughtfully curated environment that brought the company’s values to life. Hall 3 set the stage with product sampling stations and a captivating film that highlighted the company’s journey and future aspirations, creating a shared sense of purpose.
Hall 4 featured values-driven experiential activities that fostered collaboration, reflection, and personal commitment to the company’s mission. Around symbolic campfires, attendees engaged in open dialogue and meaningful conversations, reinforcing their connection to the brand’s core principles.
The main hall served as the centerpiece, where powerful presentations, headlined by an inspiring keynote from the CEO, reiterated the company’s vision and energized the audience. The day culminated in a celebratory musical finale, where attendees joined together in a symbolic and joyful moment of unity.
The evening event sustained the momentum, blending conviviality with captivating brand activations. Attendees mingled, shared stories, and experienced a series of immersive activations, including a Royal Salute reception, a Chivas drinks reception, a Ballantine’s gaming zone, and The Glenlivet capsule activation. Each activation offered an engaging opportunity to deepen connections to the brand while fostering a sense of community.
Sustainability was seamlessly integrated into every aspect of the event. Bamboo lanyards replaced traditional materials, while single-use plastics were eliminated in favor of water coolers and recyclable furniture. Additionally, through a partnership with Event Cycle, resources such as camp chairs were recycled or repurposed post-event, ensuring the gathering’s environmental footprint was minimal yet meaningful.
THE IMPACT
The success of the leadership event extended far beyond the initial live experience. The excitement, energy, and commitment generated during the event inspired a ripple effect throughout the organization. Employees returned to their roles not only with a new mindset but also with the tools and motivation to drive cultural change from within.
As a direct result of this success, Impact XM was entrusted with planning a similar event for the brand’s UK employees, ensuring that the momentum for cultural change continued across the organization. The event was more than a launch, it was the beginning of a new culture, empowering employees to embrace change and lead the organization toward a bold and innovative future.
