Cutty Sark
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The Secret Club 2013 is an action by Cutty Sark that plays the keys of the underground distribution method that made the brand a leader in the U.S. during Prohibition. Someone walking into a barbershop classic in Barcelona these days may end up swing dancing with a whiskey in hand.
Cutty Sark was one of the first brands to develop these clandestine actions that are proving a very effective form of communication aimed at a very specific target.
With an atmosphere inspired in the development of transatlantic shipments of whiskey from its main export ports, The Secret Club has recreated the atmosphere of secrecy and fun of the original speakeasies of New York, in which the whisky were distributed clandestinely.
Guests to this surprising place ended up having their hair cut, drinking a Cutty Sark in a teacup (to deceive possible policemen), and dancing the night away.
This event confirms the current trend of organising “clandestine” events, a way to maximize buzz.
