Cutty Sark targets consumer intrigue

Emporia Brands is targeting the premium whisky sector with Cutty Sark Scotch after taking over distribution of the brand in the UK.

The agency has just secured a listing for the Cutty Sark Blended Malt with Sainsbury's and is keen to find wider distribution for the spirit that was first created by wine and spirit merchant Berry Bros & Rudd in 1923.

James Rackham, chairman of Emporia Brands, said: "Although the UK whisky market has been declining for a number of years, the premium sector is showing consistent growth. This is the area we aim to target with Cutty Sark, which is a high -quality whisky with a subtle and elegant taste that suits today's consumer.

"Cutty Sark was originally created during the cocktail boom of the

20 s and we believe that with the current interest in cocktails - and brands with heritage and provenance - the time is right to launch Cutty Sark."

The range also includes Cutty Sark Original which has a rrp of £14.99. The blended malt's rrp is £19.99.