The Edrington Group brings in Light Brigade for 'Norse' whisky

The Edrington Group has called in Light Brigade to help launch a Norse-themed whisky.

Thor: new whisky range
Thor: new whisky range

The agency will be working on a six-month mixed project and retainer consumer brief for the launch of Thor across the globe.

The malt whisky is part of a new range from The Edrington Group’s brand Highland Park. The company also makes The Famous Grouse.

To kick-start the campaign, whisky experts have been invited to a Viking-style feast being held in Stockholm later this month.

The product will then be promoted in countries including America and New Zealand, as well as across Asia and Europe.

Alan Twigg, MD at  Light Brigade, explained that the new brief came about after he approached the company.

‘I’ve always admired Highland Park as they are prepared to be edgy and try new things,’ he said.

‘Highland Park comes from Orkney, so this is all about tapping into the Viking history behind that.’

Last summer, Scottish spirits giants The Edrington Group announced a rise in pre-tax profits of 19.3 per cent to £141.5m.

Light Brigade has so far used Twitter as part of a teaser campaign ahead of Stockholm’s launch event.

Twigg said that Thor was the first of four drinks set to be released around the Norse theme in the coming years, with a bottle priced around £120.

The agency was launched by Twigg in October after four years as managing partner at Fishburn Hedges-owned Seventy Seven.

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