Whyte & Mackay sponsors Glasgow comedy festival

14 November, 2017

Sarah Watson and Ruari Perry

Whyte & Mackay Blended Whisky has announced its headline sponsorship of the 2018 Glasgow International Comedy Festival.

From next year the event, which is approaching its 16th year, will be known as the Whyte & Mackay Glasgow International Comedy Festival.

The deal is set to be the latest in a growing line of major partnerships involving whisky brand Whyte & Mackay, following a “hugely successful” partnership with the 2017 British and Irish Lions tour.

Fronted by Scots comedy duo Link and Lorne, Whyte & Mackay’s Lions campaign was brought to life through a series of comedy shorts, which the company said helped it reach a younger audience.

The upcoming sponsorship will be accompanied by a range of on-site and in-bar activations across Glasgow.

Whyte & Mackay ceo, Bryan Donaghey, said: “We are thrilled to be involved with such an iconic event and look forward to helping make the 2018 Whyte & Mackay Glasgow International Comedya Festival a huge success. As a brand with Glaswegian heritage and humour at our core, we feel the partnership is an ideal fit for Whyte & Mackay. Our latest sponsorship initiative is just one of many innovative campaigns we plant to deliver across the UK in order to welcome new, younger consumers to Whyte & Mackay’s Surprisingly Smooth, triple matured blended whisky.”

Image: Pictured above is Ruari Perry, Whyte & Mackay's head of blended whisky brands with Sarah Watson, director of Glasgow International Comedy Festival




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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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