Context

To celebrate the centennial of Rockland Distilleries we took on the task of reshaping the brand’s narrative with a focus on their flagship spirit Ceylon Arrack, which the distillery has been making since the beginning. A key part of this was to develop and make a short documentary that explored the provenance, cultural significance and global influence of its most treasured brand. Ceylon Arrack is made from the sap of the coconut palm flower, it is naturally fermented in traditional clay pots, before being distilled and then lightly aged in native Sri Lankan wood.

Objective 

Ceylon Arrack is a spirit enjoyed and respected by bartenders and South Asian restaurants in the UK, and sought to broaden its reach both within the industry and to consumers. Our aim was to find a way to convey the flavour of Ceylon Arrack, its unique history, and showcase its versatility. 

Solution 

The short docu-film Spirit of Sri Lanka gave a format to tell the brand’s complex story of how the liquid is made and its history. With Ryan Chetiyawardana as a host, it made the story accessible and engaging to a wide audience. This anchored the storytelling in Sri Lanka and to the traditional and ancient process of making Ceylon Arrack. It also provided beautiful visuals to be used across multiple platforms, from the website to social media, creating a strong visual identity. 

Because the category of arrack is lesser known outside of South Asia we had to find a way to explain the liquid succinctly and without separating it from its historical origins. It became clear that one hurdle was an expectation of a coconut flavour, because it came for the coconut palm. Our solution was to come up with the tag line - The Flower Spirit of Sri Lanka. This referenced its origin, how it was made, and the lightly floral flavour profile. 

To bring these narratives together we redesigned the website, created signature cocktail serves, and shot these new cocktails in settings with food and a variety of occasions with an international context. Our aim was to showcase the approachability, versatility and conviviality of the drink. This was then accompanied with a media outreach and digital engagement campaign to introduce Ceylon Arrack to a wider audience, resulting in being featured in publications such as Class Magazine and the Guardian’s weekend magazine. 

Summary of scope:

• Trade and consumer research

• Positioning strategy

• Content development, filming

• Serve development

• Website design

• Brand advocacy