United Distillers is launching a 12-year-old single malt whisky, Glen
Ord, following trials in the UK and duty-free markets.
The pounds 750,000 push will be spearheaded by a TV campaign backed by
public relations work and off-trade promotional support.
The three ten-second ads will be first shown in the Central region in
November on a test basis. The ads focus on the distinctive green and
gold Glen Ord logo in order to familiarise the public with the brand and
establish Glen Ord as a premium product.
Andy Neal, United Distillers UK consumer marketing director, stressed
the need for brand recognition: ‘Malt whiskies have had something of a
fast trade during the past five years. We have to establish a trade
The campaign targets middle-market buyers, who are interested in whisky
but are not connoisseurs. United Distillers’ research found this sector
accounts for nearly half of all malt whisky sales.
The Glen Ord TV launch, through The Brand Ident, aims to capture the
Christmas whisky market, which accounts for half of all whisky sales in
This article was first published on Marketing