Touch of the high life for Balvenie

21 September, 2007

First Drinks Brands is throwing its weight behind a heavyweight marketing campaign for Balvenie.

Aimed at raising the profile of the brand among whisky drinkers in the run up to Christmas, the push will include a link-up with Savile Row tailor Gieves & Hawkes. Customers will be offered the whisky at bespoke fittings and while receiving a hot shave at Geo F Trumper barbers.

Senior brand manager Geraldine Roche said: "Balvenie has always valued and maintained a high standard of craftsmanship. Our partners identify with these values where traditional skills have been retained to achieve the highest skills and quality in their field."

Following the sponsorship of Scottish cultural festival the London Gathering in early September, Balvenie global ambassador David Mair will be hosting a series of whisky masterclasses at National Trust properties around the country, including The Vyne in Hampshire and Cliveden in Buckinghamshire.

Tastings will also be held at private members clubs in London and at top yacht clubs on the south coast over the coming months.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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