The Lakes Distillery is the largest whiskey distillery in England, manufacturing spirits and liqueurs from it’s award-winning distillery in Braithwaite Cumbria. 

An award-winning spirit distillery and purveyor, the company prides itself on quality, using only the finest ingredients to produce their spirit and liqueur offerings.

Guerilla came on board to design and build the Lakes Distillery exhibition stand at IMBIBE Live, the UK’s leading on-trade licensed drinks expo.

Proposed design of The Lakes Distillery exhibition stand
Exhibition stand with The Lakes Distillery gin range on display
“I was adamant on using a local company to support our endeavours nationally and internationally – Guerilla absolutely delivered for us at IMBIBE.”
“The team at Guerilla went well above and beyond to really grasp the DNA of our business and vision whilst dealing with many creative opinions from us. Their creativity, depth of understanding of our brand and flexibility has been integral to translating our brandscape in a remote environment, understanding the on-trade audience whilst capturing the ethos of The Distillery in the middle of Olympia London.”
The Lakes Distillery blended whiskey range displayed on exhibition stand at IMBIBE Olympia London
Cocktail making at busy Lakes Distillery exhibition stand at IMBIBE Olympia London

Founded in 2011, the Lakes Distillery is relatively new to a well-established and booming market. The dream is to create a world-class whiskey distillery and the company needed to reflect this in their on-trade exposure.

The company had booked prime stand position on the main thoroughfare, next to the likes of Jack Daniels. As such, the brief was to position the company as a major player, conveying the company’s care for high-quality, whilst paying homage to the distillery site in the Lake District, a key USP for the brand.

The real challenge here was for the stand design to lend itself to both the bright, colourful and ‘fun’ style of the vodka, gin and liqueur ranges, as well as the high-end, sophisticated whiskey offering.

The Lakes Distillery Cumbria steel signage on stone wall Proposed design showing The Lakes Distillery logo with metal effect mounted on black stone wall for exhibition stand
The Lakes Distillery exhibition stand before opening at IMBIBE Olympia London

Guerilla worked closely with the Lakes Distillery Sales & Marketing team to understand the contrasting brief and glean what parts of the distillery to bring to life on the stand. The final design incorporated the slate and wood themes from the distillery and surrounding areas of the Lake District onto the stand. The dark tones and rich textures created a sleek and sophisticated stand; with the dark greys complimenting both of the company’s brand styles.

As well as a fully bespoke working bar, Guerilla commissioned bespoke up-lit shelves for the products to draw attention against the dark backdrop. To really bring the distillery to the stand, Guerilla sourced and restored an authentic whiskey barrel, branded up with the company’s logo; the wood standing out against the slate backdrop.

“The Lakes Distillery stand looked great and it worked incredibly well. Guerilla clearly understand the drinks trade… I’d happily recommend them to our clients.”
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