A Taste of Success With Milroy’s of Soho.
Building 150+ links for London's Original Whisky Specialist
the client
Milroy's of Soho: A renowned whisky specialist and retailer, known for its curated selection of fine whiskies and expert knowledge.
The Brief
To improve rankings and bolster online authority by creating a unique resource that attracts media coverage and backlinks, while offering genuine value to Milroy’s discerning and knowledgeable customer base.
The Strategy
Our goal was to create something that would resonate with both whisky connoisseurs and casual enthusiasts, reinforcing Milroy's position as a leading authority on whisky.
The founder of Milroy’s, Wallace Milroy, was also the author of Malt Whisky Almanac, a guide to the history and production of Scotch whisky.
This provided a perfect opportunity to honour the brand’s heritage while enhancing its online presence.
the campaign.
The "Milroy's Whisky Travel Index," evaluates Scottish distilleries using 15 different criteria, including tour and tasting costs, variety of experiences offered, visitor feedback, nearby amenities, and the quality of the whisky produced.
The result was a detailed score from 0 to 100, ranking the best whisky experiences Scotland has to offer.
THE RESULTS.
The “Milroy’s Whisky Travel Index” demonstrates how marrying brand heritage with data-driven storytelling can elevate SEO performance and brand authority.
By reimagining Wallace Milroy’s educational legacy as an online resource, the campaign not only earned a number of quality backlinks but also helped connect the brand with its roots in whisky advocacy.
A mention in the Scottish Parliament also underscores its cultural impact, proving that niche campaigns can resonate far beyond their target audience.
CAMPAIGN FEATURED IN
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