The Dalmore taps Emanate as first US PR agency

GLASGOW, SCOTLAND: Scottish spirits company Whyte & Mackay has selected Emanate as its first PR agency partner in the US for its single malt scotch whisky brand The Dalmore, following a competitive RFP.

GLASGOW, SCOTLAND: Scottish spirits company Whyte & Mackay has selected Emanate as its first PR agency partner in the US for its single malt scotch whisky brand The Dalmore, following a competitive RFP. 

The company, which works with Weber Shandwick on The Dalmore in Europe, initially invited seven agencies to pitch for the business, Emanate not being among them, said Rob Bruce, head of global PR at Whyte & Mackay. Emanate was invited to join the review halfway through the process, he added, because the firm was “highly recommended.” 

“I was very conscious as we were talking that we were halfway through the process already, so we weren't giving them as much notice as other agencies," said Bruce. "We were very honest with them about the situation and the timescale, but they came back with a very strong proposal, both in terms of being strategic and tactical.”

Emanate, with a team of four staffers on the account, is tasked with creating an integrated marketing campaign to increase consumer and investor awareness for The Dalmore, specifically focusing on the New York market at the moment. 

Bruce said the “collectible” brand is concentrating on getting its message out in key cities around the globe, such as Moscow and London, in addition to New York. 

The agency will engage media in various sectors, including luxury, lifestyle, business, financial, and trade, said Kim Sample, CEO of Emanate. She added that the firm will also work on some social media initiatives, event execution, and targeting brand ambassadors and influencers to create buzz around The Dalmore.  

“There are a few different target demographics,” explained Sample. “There are scotch enthusiasts, but this brand also has huge investment value. As such, we're looking at the more affluent target, as well, who will invest in something such as very rare scotches.” 

The investment appeal of whisky has come to market in the last two years, explained Bruce, adding that since The Dalmore is “very rare and very collectible, the brand can legitimately lead the charge in that area.” 

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.