1m marketing spend for Glengoyne

21 September, 2010

Malt whisky brand Glengoyne is spending £1 million over the next two years on a new marketing campaign.

The campaign will include new advertising around the theme of Slow, a reference to the whisky’s distillation speed relative to other brands.

It will feature 10 “slow truths”, facts “central to life at the distillery”.

Iain Weir, marketing director at brand owner Ian Macleod Distillers, said: “The Slow philosophy has worked well for Glengoyne for over 175 years.

“Slow is about taking the time to do everything as well as possible, instead of as fast as possible.

“Our creative teams have been working hard on effective communications of this important message, to both current and potential Glengoyne drinkers.”

The company said there would be “multi-platform” creative elements to the campaign over two years.

“There are many exciting stages of the campaign to be revealed,” Weir added.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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