The Inside Story of the AQR Qualitative Excellence Award 2021 Winner

Presented by Claire Boorman, Boxclever

Boxclever helped challenge category convention and paved the way for the launch of a young, premium, Scottish whisky.

This case study encapsulates what it takes to win the AQR Qualitative Excellence Award. Think creative and innovative thinking, the courage to buck category convention, and the ability to convince consumers why they should believe in a new premium brand.