A digital playground for Roulette's new packaging launch — built for people unafraid of new, who'd rather stand out than fit in. The bottle ends, the night begins. Buy two, unlock the wheel, and play eight rounds for a pour, a pair, or — if you're lucky — a full bottle.
Roulette is the brand for someone who likes a fresh take — who picks the unusual ingredient, who tries the new distillation, who doesn't mind being the one who chose differently. The new packaging launch is the moment to put that thought into the consumer's hand. Our activation makes the brand thought into a ritual: buy two, unlock the wheel, take the risk, claim the round.
A wheel that feels like Roulette. Not casino-loud. Quietly confident.
Buy two bottles. The choice has been made. Eight spins follow.
Pour, pair, bottle, or reset. Every spin tells a story.
Eight chances to be the one who walked away with the bottle.
The wheel is the thought made tactile. Out-of-home and influencer drops carry the wheel motif; on-pack QR unlocks the game once two are purchased; on-premise menu cards reveal the same wheel for cocktail pairs. Every channel uses the same visual ritual — six surfaces, one feeling.
A clean, repeatable mechanic that rewards the act of purchase and keeps the brand in the consumer's hand long after the pickup. Built for retail (off-premise) and on-bar (on-premise) with no change in rules — only the redemption.
One round of any Roulette spirit. The most common outcome — most spins land here.
A pair of signature Roulette serves — one to keep, one to share. Less common.
The jackpot. Take home a full Roulette bottle — your pick from the new portfolio.
Land here and the spin is forfeit. Keeps the tension. Keeps the wheel honest. Keeps you spinning the next round.
High-frequency small wins keep the experience exciting — most spins return a 30ml pour, which is also the cleanest path to trial. The 2× cocktail pair adds a "share with a friend" moment built into the reward itself. The full bottle is rare enough to be a story, common enough that someone in every city wins one. The reset slots aren't a loss — they're the tension that makes the next spin matter. Eight spins per purchase means a single buyer experiences the brand eight times before the bottle even opens.
Triggered by a QR under the cap of any new Roulette bottle, or on the menu card of a partner outlet. Tap any step on the right to preview that screen on the phone.
Or scan from any Roulette partner outlet.
Eight spins. A pour, a pair, a bottle — or a reset. Every spin counts. None are repeated.
A neat 30ml of Roulette Peated Whisky — on the house. Round one of eight.
YOUR HAND · SPIN 5 OF 8
3 spins left. The bottle is still on the wheel.
YOUR FINAL HAND
SHARE CARD · STORY-READY
THIS WEEK'S BIGGEST HANDS · MUMBAI
Bottle winners are invited to the city Grand Spin Night.
Mobile-led, no install. Built for the moment between purchase and pour — at home with the bottle in hand, or at the bar with the second drink ordered. Tap "Spin" inside step 3 to see the wheel actually move.
Off-premise: Buy 2 bottles at retail → scan under the cap → spins claimed at any partner outlet or at the next bottle pour.
On-premise: Buy 2 Roulette serves at a partner bar → scan the menu card → spins redeemed at that same table within the night.
A single thread from first sight of the bottle to the final invite. Every step earns the next one.
OOH, influencer drops, Spotify audio carrying "A New Spin on Mixing" and the wheel motif. The thought arrives before the bottle does.
Paid · EarnedAt the shelf, the consumer reaches for two. The end-cap and the neck collar both ask the same question: "Going all in?"
Off-PremiseAt home, the cap comes off. Under it: a QR sealed for the buyer. Scan unlocks 8 spins.
Owned · DigitalThe wheel turns once for each of the eight. Pour. Pair. Pour. Reset. Pour. Pair. Pour. Pour. The story tells itself.
The GameTake the voucher to a partner bar. Order the cocktail pair. Tap the QR. The bartender pours.
Trial · On-PremiseThe share card is built like a poster. "5 pours, 2 pairs, 1 reset, 0 bottles. (Not yet.)" — designed for the feed, not for the brand.
Social · UGCRefer a friend → earn an extra spin. The next bottle = another 8 spins. The cycle restarts every weekend.
Loyalty LoopBottle winners and top-of-leaderboard players are invited to the city Grand Spin Night — a real, on-ground roulette stage. The content moment that fuels the next quarter.
Brand MomentThe consumer doesn't think in "touchpoints" — they think in moments. We map "Go All In" to the moments where the consumer is already living, and let the brand show up as a feeling, not an interruption.
The same person moves between these moments in a single weekend.
The brand recognises them at every step — never asks them to start over.
Each lives under "A New Spin on Mixing" and ties back to the buy-two, spin-eight mechanic.
The flagship retail mechanic. Every new pack carries a sealed QR under the cap. Buy any two Roulette bottles from a partner store, scan one of the caps, unlock the eight-spin wheel. Rewards redeem at any Roulette-partner outlet — or against the user's next purchase.
The same wheel, deployed inside 200 partner bars across Bangalore, Mumbai, Pune, Goa, Gurgaon and Noida. The menu card carries the QR. Buy two Roulette serves at the table and the wheel unlocks at the table itself — pour, pair, or bottle, redeemed by the bartender right there.
Six weeks after launch, every bottle winner and every top-leaderboard player in each city is invited to a Grand Spin Night. A real, human-scale Roulette wheel on stage. Ambassador-led tastings of the full portfolio. A live final spin streamed across the brand handles. The content engine for the next cycle.
Designed to scale into Tier-2 outlets and tighter media budgets without losing the brand promise.
A bartender scans a dashboard QR before the shift. They get a "Spin of the Night" — a featured Roulette serve to push, with a custom story. Each pour they sell earns them a spin on their own wheel. Trade advocacy, gamified.
A multiplayer mobile session built for the house-party occasion. One friend scans the bottle, opens a shared room, others join with a 4-digit code. Each player takes one spin from the household's eight. The hand belongs to the group, not the host.
A weekend WhatsApp / Instagram-story game. "Can't decide where tonight?" Tap to spin → a Roulette-partner bar in your city. The wheel makes the call. Light, useful, and a repeat trigger every weekend.
Every offline trigger has a digital fall-through. Every digital interaction returns a physical reward. The brand and the trial work in the same loop, not separate funnels.
OOH in launch cities, programmatic display, premium audio, influencer reels. The wheel motif appears as a tease — no product, just the thought of "A New Spin on Mixing."
Coasters, table-tents, menu cards with the wheel embossed, bottle wraps, pillar decals. The bar becomes the playground.
Shelf-talkers, neck collars, sealed under-cap QR, end-cap roulette installations in 60+ premium retail outlets. Buy 2, spin 8.
The Roulette wheel. The same wheel under every bottle, on every menu card, in every share card. One identity carries the player through it all.
Story-grade share cards. Group Table Hands. Bottle-winner reels. Influencer "Grand Spin" content. Designed so users post for themselves, not for the brand.
Bartender leaderboards, outlet rankings, the Bartender's Pick. Outlets pull the brand because the brand pulls the consumer.
OOH and influencer tease drops the wheel motif and "A New Spin on Mixing" tagline. The Buy 2, Spin 8 mechanic goes live across 80 launch outlets in Bangalore and Mumbai. Sealed-cap QR active on every new pack.
Roll out to Pune, Goa, Gurgaon, Noida. The Pre-Drinks Pass and Wheel of Plans go live. Bartender's Pick contest opens. The story-card share becomes the dominant earned-media channel.
Grand Spin Nights run in all 5 markets. Live-streamed. Bottle winners share the stage with influencers. The brand moment that resets perception from "low-awareness" to "premium portfolio."
The Roulette wheel stays live year-round under every cap and on every partner menu. New quarterly drops slot into the same eight-spin system — no new platform required.
Each metric maps directly to a brief objective. Reported weekly to the BTL and brand team across all five launch markets.
30ml-pour voucher redemption vs. control outlets in launch window.
Two-bottle baskets at partner retail vs. single-bottle baskets in the launch window.
Median time spent in the eight-spin flow per session.
Of completed eight-spin hands that are shared to a feed or group chat.
Pre and post awareness tracking across the 5 launch cities, validated by independent third-party brand-lift research. Target: 3× unaided recall among TG 25-35 within 90 days.
Share of voice and share of mention by variant — we want non-whisky variants (Brandy, Gin, Vodka, Rum) to grow from under 8% to over 25% of brand mentions in 12 weeks.