Glenmorangie in WS-led PR push

EDINBURGH: Independent scotch whisky distiller Glenmorangie has appointed Weber Shandwick Scotland for public affairs and media relations support around its sale.

The Macdonald family – heirs of entrepreneur Roderick Macdonald – announced last week that it was selling its 52 per cent controlling stake.

WS Scotland has been briefed to keep Scottish MPs and MSPs, as well as the local media, abreast of events and issues. The firm employs almost 400 people across four plants in Scotland. WS Scotland MD Nora Farrell is leading the account.

Potential bidders for the company include Brown-Forman, the US maker of Jack Daniel’s, which already has a ten per cent stake in the firm, and Bacardi-Martini, which produces Dewar’s scotch and Drambuie.

Glenmorangie corporate communications manager Barbara Anne Nimmo said it would draw up a shortlist of bidders and expected a sale by the end of October. She said the company’s public affairs interests had hitherto been represented by trade body the Scotch Whisky Association but that the ownership change warranted the hire of its own support.

The company, which dates back to the 18th century, is using Redleaf for financial PR and to represent it in the London-based media.

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