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LARK Distilling Co.

Spirit of Whiskmas


Female pouring LARK whisky at a pop-up at David Jones created by MAXCo.LAB.
Calligrapher writes on a bottle of LARK whisky at David Jones Pop-up created by MAXCo.LAB.
LARK pop-up in David Jones with Christmas tree made of whisky barrels created by MAXCo.LAB.
Calligrapher station at the LARK pop-up in David Jones created by MAXCo.LAB.
LARK outdoor advertising campaign on the Swanston billboard in Melbourne booked by MAXCo.LAB.

Project Details

Lark Distilling Co. is Australia’s leading luxury whisky brand, celebrating three decades of crafting world-class and award-winning spirit. Born from curiosity and passion, the brand’s Tasmanian heritage guides their actions - from being Australia’s first carbon neutral distillery under the Australian Government’s Climate Active Program, to the creative innovation of unique blends including its sell-out limited edition product, the Christmas Cask.

LARK's passion for their craft, inspired MAXCo.LAB to create a joyful and immersive Christmas campaign that celebrated the brand’s innovative product and trademarked tagline, 'the Spirit of Whiskmas'. The multi-tiered campaign was a sell-out success, with the Christmas Cask selling out prior to Christmas.

MAXCo.LAB led the brand's campaign strategy, media strategy, consumer activation, creative, production, publicity, scripting, and copywriting. These components came together to showcase LARK on the largest and most visible billboard in Melbourne over the festive season, receiving over 25 million impressions. This was accompanied by a LARK pop-up in David Jones ‘Festival of Wonder’ and bottle shops around Australia, which allowed consumers to purchase a personalised LARK whisky cask. This initiative led to thousands of new tastings (not to mention new fans) of LARK and was so popular, that LARK was asked to extend for the duration of the Festival of Wonder up until Christmas, gaining unimaginable earned value.

With the help of MAXCo.LAB, LARK heralded a new era of whisky-loving yuletide cheer spreading good tidings and joy across Australia. The success of the campaign led to the production of additional bottles for the Christmas season to meet the huge uplift in demand for Australia’s best luxury whisky.


LARK Distilling Co.






  • Campaign Development
  • Campaign Creative
  • Animation
  • Media Planning & Buying
  • Communications Strategy
  • Publicity
  • Consumer Activation
  • Production
  • Copywriting

Work Highlights

Whispering Angel in the Queenstown snow with helicopters
Art Station at World Herb Day
Jadè Brycki at the Heinemann Sydney Airport Luxury Precinct launch created by MAXCo.LAB
MAXCo.LAB's Client Hermès Brisbane store front.