SLR p24-25 ot - spirits Nov08.qxp 31/10/2008 18:22 Page 25
inside business
OFF-TRADE: PREMIUM SPIRITS
NEW ERA FOR BRUICHLADDICH year in the whisky industry. The collection, Grouse, Jen McLaren, comments: “Maxxium
The first bottling of the new era for Bruichlad- launched at Cliveden House, is currently tour- UK will be providing stores across Scotland
dich is being launched this month. The Islay ing the country and will be unveiled at a selec- with St Andrew’s Day promotional kits to help
distillery saved from extinction is now ready to tion of events and consumer tastings over the them to ‘Make 30.11 Famous’. We are also
show off its inaugural dram. After being next few months. offering a free gift incentive across the trade to
closed in 1994, and then re-opened in 2001, encourage Scots to raise a dram on 30.11.
the malt is all set to make its mark again. CELEBRATE IN STYLE WITH FAMOUS “The Famous Grouse is one of the few
Company founder and MD Mark Reynier: GROUSE remaining Scotch brands to be owned and
“This is a celebration bottling – our first The Famous Grouse, distributed by Maxxium made by an independent Scottish company
Bruichladdich, the resurrection of a legend, UK, is encouraging Scots to celebrate St and it therefore makes perfect sense for us to
the realisation of a dream.” Andrew’s day in style this year. They are lead a national campaign to ‘Make 30.11
In contrast to heavily-peated Port Charlotte enlisting the support of the Scottish trade Famous’.”
and Bruichladdich retains the traditional, after new research, commissioned by the
minimal peat level of 3-5 ppm. A pale gold brand, reveals that we want the day to become BONDING WITH CINEMA
colour after maturing in premium quality a more celebrated date on the calendar. AUDIENCES
American oak, it is bottled without chill-filtra- Assistant Brand Manager for The Famous Russian Standard, distributed by
tion and colouring-free. First Drinks Brands, has
announced the launch of a cinema
AFTER HOURS WITH GRANTS advertising campaign bringing
Grants is investing heavily in a major radio the brand to audiences of
campaign to support the Scottish market in upcoming major film
the run up to Christmas. Giving consumers releases, including the new
the opportunity to win a garden makeover, Bond blockbuster, Quantum
this latest significant marketing support ties of Solace. The one month
in with the brand’s successful Garden After cinema campaign will be
Hours campaign, which launched earlier this followed by a four week run
year. of heavyweight TV advertis-
The pre-Christmas radio campaign will be ing. A national four week TV
rolled out across seven key Scottish regions. advertising campaign has
More than 500,000 of its core audience, the also been announced. The
45 plus age group, will be targeted with the 20” ad will run across the
aim of converting whisky drinkers to try UK on channels including
Grant’s instead of their usual blend. ITV, Channel 4 and Five in
Radio stations involved in the November and December.
campaign include Clyde 1 FM, Combined, the cinema and
Forth One, Moray Firth Radio, TV advertising will expose the brand to 11
North Sound One, Radio Borders, million potential drinkers.
Tay FM and West Sound. The
campaign will encourage VLADIVAR VODKA’S NEW APPROACH TO RESPONSIBLE DRINKING
consumer traffic to the Following its rebranding, Vladivar Vodka has revealed its new £1 million advertising campaign
Grant’s website via online which uses humour to promote a quality over quantity drinking message.
promotions. The “quality not quantity” campaign will appear on giant billboards as well as magazines,
This latest regional press, online and in outlet point of sale through the Christmas period.
upweight in activity is part of Vladivar said it was planning a series of spoof adverts to show what could happen when people
a £3.8m investment for drink too much. The first advert has a striking image of a man and gorilla snuggled intimately
Grant’s in the UK. together in a zoo cage the morning after the night before.
The brand is also planning activity with customers in both the on and off trade to persuade
drinkers to treat alcohol with more respect.
THE BALVENIE’S NEW SIGNATURE
The Balvenie Signature, distributed by First
Drinks Brands, is partnering other luxury
brands as a platform to launch its new Signa-
ture Collection activity.
Created by Malt Master David Stewart, The
Balvenie Signature has invited selected part-
ner brands such as the luxury shoemaker
Oliver Sweeney and Barbour, to create a
“signature piece” to celebrate David’s 45th
NOVEMBER 2008 l SCOTTISH LOCAL RETAILER l 25
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