Another whiskey’s brand, Dalmore, besides having a well-curated website explaining the brand’s heritage, craft and taste of the spirit, create a collaboration with Massimo Bottura, one of the most famous cooks worldwide. The aim of this collaboration is related to the Dalmore L’Anima, therefore a new Dalmore whiskey aged 49 years to be auctioned, with a whole peculiar and unique packaging, with the aim of donating the money to the non-profit organisation of Massimo Bottura, “Food for Soul”. Food for Soul is a cultural project funded by Bottura and Lara Gilmore (Bottura’s wife) to promote social awareness about food wastage and hunger (https://www.thedalmore.com/the-dalmore-lanima/). Sold for £108,900. The buyer gets a dinner for two at Osteria Francescana, Bottura’s restaurant in Modena (two stars Michelin).
This is an example of content marketing.