Using Hospitality to Spark Discovery

The Ask

Scotch remains underrepresented with U.S. consumers, particularly those who prioritize experience, movement, and time outdoors. The Singleton wanted to build relevance with this audience through education and tasting, without relying on traditional, static formats that feel removed from how people actually live.

Our Point of View

We believed the fastest way to introduce a nuanced spirit was not through instruction, but through hospitality. When people feel cared for, grounded in place, and connected to one another, they become more open, curious, and receptive. The product should arrive as part of the experience, not the reason for it.

What We Did

Designed Intimate, Place-Led Gatherings
We created The Singleton Experience, a series of small, regional gatherings for tastemakers in San Francisco and Portland. Each experience was rooted in its environment, allowing guests to encounter the brand through shared activity rather than formal presentation.

Put Hospitality First
From a sailing adventure across San Francisco Bay to a riverside cabin retreat outside Portland, every detail was considered through the lens of guest care. Transportation, timing, pacing, and flow were designed to feel effortless, allowing guests to remain present and engaged.

Integrated Education Naturally
Scotch tastings and brand education were woven into the day, not isolated from it. Between stand-up paddleboarding, leather-working, fishing, and crab lunches on Angel Island, The Singleton became part of a lived moment rather than a scripted one.

Built Cultural Partnerships
We brokered cross-promotional partnerships with brands like Hydro Flask, expanding reach while maintaining authenticity. These collaborations created shareable moments and content that extended the life of each gathering.

Captured the Experience
Outpost handled all elements of production, including venue sourcing, vendor management, transportation, and content capture. Photo and video assets were distributed across The Singleton’s owned social, digital, and print channels, reinforcing the brand’s alignment with an active, outdoor lifestyle.

“The experience set the pace for the day. The scotch was just part of enjoying it.”

— Christine Morairty, CMO, Trestle Studio

Impact

The Singleton Experience introduced Scotch in a way that felt approachable, modern, and human. By leading with hospitality and shared experience, The Singleton built meaningful connections with regional tastemakers and reframed the brand not as a product to be explained, but as a companion to time well spent.