Context

Rockland Distillery, a century-old family-run business established in 1924, embodies a legacy of craftsmanship and innovation. What began as a partnership between friends has evolved into a multi-generational enterprise renowned for its world-class spirits, including gin and arrack—a traditional South Asian spirit. Amal de Silva Wijeyeratne, the Managing Director of Rockland, is deeply passionate about flavors and sought to share the unique and vibrant tastes of Sri Lanka with a global audience. This ambition was nurtured through a long-standing friendship with MLS and Ryan, setting the stage for a transformative project.

Brief

The objective was clear: develop a product that captured the essence of Sri Lanka—the country, its flavors, and its rich culinary heritage. Western markets lacked offerings that feature South Asian ingredients. The challenge was twofold:

1. Identify and showcase authentic Sri Lankan flavors in a way that resonates with international audiences.

2. Navigate the complexities of new product development (NPD), including sourcing ingredients, defining processes, and managing timelines, all while minimizing the environmental impact of transporting ingredients.

This endeavour aimed not only to fill a gap in the market, but also to explore how South Asian flavours could reach Western consumers in an innovative and sustainable manner.

Approach

The foundation of the project lay in defining the story that needed to be told. Sri Lanka’s vibrancy—expressed through its bold and nuanced flavors as well as its cultural richness—was the central narrative. This guided the decision to move beyond traditional bitters and instead create cocktail seasonings: versatile flavor blends designed to elevate mixology while remaining true to their Sri Lankan roots.

The strategy drew on Studio and Rockland’s expertise in the beverage industry, and a bartender’s perspective. This approach ensured the seasonings were crafted to be both practical and inspiring in bar settings. Instead of focusing on singular, widely available flavors, the Studio team opted for complex blends that highlighted the unique and hard-to-access flavors of Sri Lanka. These blends would encapsulate a balanced, nuanced profile, making them irreplaceable assets in any bar or even kitchen.

Solution

The solution was to develop blends were designed to be effortless for bartenders to use while delivering layers of complexity and personality.

Key aspects of the solution included:

• Flavour Creation: The blends were crafted to represent the distinct profiles of Sri Lankan food, offering a pre-balanced seasoning that saved time while enhancing creativity.

• Storytelling: Each blend was imbued with a unique narrative, connecting visual identity, flavor, and cultural significance.

• Versatility: The seasonings were designed for diverse uses—from elevating cocktails to enhancing food dishes, boosting a G&T or even creating simple low-alcoholic drinks by adding to soda..

• Outreach and Branding: A multi-channel approach was employed to introduce the product, including social media campaigns, a dedicated website, and narrative-driven content. The messaging emphasized the adventurous spirit of drink-making and empowered users to experiment with confidence.

• Audience Targeting: Specific outreach was planned for bartenders, consumers, and press, focusing on how these blends could enhance bar menus and inspire at-home mixology.

Impact

The launch event, a preview for the press, set the tone for a successful debut. Despite initial concerns about introducing a new product category—cocktail seasonings—the reception was overwhelmingly positive. Guests immediately grasped the appeal and potential of the blends, appreciating their versatility and the thoughtfulness of the design.

The impact extended beyond the product itself, sparking a broader conversation about how traditional South Asian flavors could be reimagined for global audiences. By bridging the gap between authenticity and accessibility ,Three Families is not only introducing a new category but is also celebrating the rich heritage of Sri Lanka on the world stage.