American Marketer


Holland & Holland hones shooting skills through hands-on courses

August 25, 2015

Holland & Holland shooter Holland & Holland shooter


British gunsmith and lifestyle brand Holland & Holland is hosting a pre-pheasant season get-together to sharpen consumers’ reflexes.

On Sept. 22, Holland & Holland will take a small number of shooters on a practice run to prepare for the early season birds. Given the skill involved with shooting game, it is sensible for Holland & Holland to host refresher programs to educate consumers on gun safety and best practices for both beginners and experienced shooters.

On the grange
Holland & Holland announced its plans for the Pheasant Shooting Sharpener program on its social media accounts to ensure that interested consumers catch sight of the brand’s event.

Held at Holland & Holland’s Shooting Grounds in Middlesex, England, the session on Sept. 22 will begin at 2 p.m. with tuition and practice on a variety of driven birds from the brand’s towers. This is followed by a simulated pheasant drive for attendees to gain practice and insights from Holland & Holland’s shooting experts.

The afternoon ends with wine and canapes in the pavilion at 4:30 p.m.

Limited to only 25 guns, the places on the run are on a first come, first serve basis with tickets priced at $205. The cost includes cartridges, clays, refreshments and a value-added tax.

holland & holland.pheasant sharpener

Pheasant shooting sharpener at Holland & Holland's Shooting Ground

Holland & Holland’s Shooting Grounds also hosts courses on green feathered fowl, shotgun shooting for beginners, a silver feathered fowl and a young shots summer program for children.

Game shooting is making a comeback among those with new wealth instead of being reserved for landed gentry, as it has in the past. Shooting has also gained ground in the United States.

For instance, in 2014, Holland & Holland increased its retail presence in the U.S. with a space in New York.

Found in Holland & Holland’s New York Gun Room, the space offers consumers the brand’s full range of merchandise, from apparel from its latest collection to shooting accessories. The opening marked Holland & Holland’s first retail space in New York since its storefront on East 57th Street closed a decade ago (see story).

A hands-on approach to learning a brand's products has been altered by digital communications.

For example, LVMH-owned cognac maker Hennessy is educating enthusiasts through a digital initiative that tests knowledge to become a true connoisseur.

The Hennessy Academy is part of the cognac brand’s 250th anniversary effort that emphasizes the spirits maker’s heritage, process and quality in a variety of ways. By creating interactive and educational touchpoints, brands encourage self discovery of offerings and a deeper understanding of its origins (see story).