ADVERTISING & PROMOTION: United Distillers new malt makes pounds 750,000 splash

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

identity.’

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

the year.

This article was first published on Marketing