Teacherís pushes quality with link up

28 May, 2010

Teacherís is hoping to raise awareness of the quality of blends by linking up with Ardmore malt whisky in an on-pack promotion.

A complimentary 5cl bottle of Ardmore Traditional Cask will be attached to each bottle of Teacherís during June and July in selected Sainsburyís, Morrisonís and Tesco stores.

Ardmore is the fingerprint malt used in Teacherís, which contains 45% malt whisky and is made up of at least 34 other single malts from all over Scotland.

Janette Peat, brand manager for Teacherís and Ardmore at Maxxium UK, said: ďThis promotion aims to educate consumers about the special relationship between Teacherís and Ardmore.

ďArdmore is an intriguing proposition for any malt connoisseur and a step up from mainstream malts. By offering consumers the chance to try Ardmore, we aim to reinforce the quality credentials of Teacherís blended Scotch whisky and drive awareness, trial and re-purchase of Ardmore among a wide audience.Ē




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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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