Our recent work created the partnership between Glen Garioch and Six by Nico for an exclusive Burns Night event. From the initial conversation to the final event execution, Bold St creates strategic brand collaborations that align with objectives.

1. The Initial Idea

Every great partnership starts somewhere. For us, it began with Glen Garioch, a whisky distillery steeped in history, and Six by Nico, a restaurant known for bold, creative dining experiences.

With both brands sharing Scottish roots and a presence in Aberdeen, the connection felt obvious.

The best collaborations come from a natural compatibility, whether that be shared values, local connections, or complementary audiences. They feel more effortless and resonate authentically with customers.

2. Building the Relationship

Once the idea was in motion, it was all about bringing the right people together. We introduced Glen Garioch to Six by Nico and kept the conversation flowing, making sure both teams saw the potential in working together.

Successful partnerships take time to build, and keeping communication open ensures everyone stays aligned on the vision. It’s about more than just making introductions, it’s about maintaining momentum and nurturing a shared excitement for what’s to come.

3. The Big Idea: A Burns Night Celebration

With both brands on board, we needed a concept that felt authentic to them both. Burns Night, a celebration of Scotland’s national poet, seemed the perfect fit to launch this partnership.

A great event should feel like a natural extension of both brands, enhancing what they already do best rather than forcing an artificial connection. Combining whisky with the exciting dining experience of Six by Nico just made sense. When an idea aligns with a brand identity and purpose, it feels genuine to the audience and creates a more meaningful experience.

4. Making It Happen

Once the idea was locked in, it was time to get into the details. We coordinated whisky samples from Glen Garioch, delivered them to Six by Nico’s team, and worked on creative elements to bring the event to life.

Bold St also worked on the media relation of this, issuing a press release to generate local hype and ensure the right people heard about it.

The devil is in the detail, well-executed logistics, thoughtful storytelling, and a clear plan to help turn a good concept into a seamless experience that people will remember.

5. Capturing the Story

A great collaboration deserves to be seen.

We organised a videography shoot at Glen Garioch’s distillery to capture content that would bring the story to life. After filming, we handled the editing, ensuring everything was in line with the premium positioning of both brands.

Since this was a local campaign, we recorded voice overs in-house for social media ads to make sure the messaging was delivered in the right tone.

High-quality content extends the impact of an event long after the night itself, allowing audiences to engage with the story in a way that lasts.

6. The Final Touches

As the event approached, we focused on last-minute details making sure logistics were in place, finalising content, and ensuring everything was ready for a smooth execution on the night.

No matter how well you prepare, unexpected challenges can arise, so having contingency plans in place helps keep things on track. The key is to stay flexible and adaptable, ensuring that even behind-the-scenes adjustments don’t impact the audience’s experience.

The Result

The Glen Garioch x Six by Nico Burns Night event was a huge success. Originally set for 68 guests, demand was so high that the event sold 110 tickets, proving that the right collaboration, done well, can exceed expectations.

Beyond just selling tickets, this event helped build brand hype for both businesses in the Aberdeen and shire area.  

When a partnership is built on a genuine connection and executed thoughtfully, it delivers results that go beyond just the immediate event.

We don’t just connect with brands, we build real partnerships and make creative ideas happen.

Looking to collaborate? Let’s talk: hello@boldstmedia.com.