QBO toasts the popularity of J&B with mixers

The Quentin Bell Organisation has landed a pounds 100,000 consumer PR contract to promote J&B Rare whisky as a mixable drink.

The Quentin Bell Organisation has landed a pounds 100,000 consumer

PR contract to promote J&B Rare whisky as a mixable drink.



QBO pitched against Consolidated Communications Management and The

Berners Place Consultancy to land the business two weeks ago.



J&B is number two behind Johnny Walker in terms of worldwide whisky

sales, with 6.6 milllion cases a year, and ranks number one in Europe.

However, UK sales lag behind those in the rest of Europe.



QBO’s main job is to help promote J&B with mixers to younger drinkers in

the UK. PR for the brand had previously been handled in-house.



Jean Crossley, PR manager for IDV, which distributes J&B, admitted:

’Some would consider it a shame to mix a whisky like J&B, but that is

the way the younger drinker tends to prefer it.’



QBO managing director Trevor Morris said the firm would target the

’stylish, urban drinker who lives in a collage culture - mixing

disparate pleasures and pastimes.’



Consolidated currently does PR for IDV’s Cuervo Gold tequila, and

Berners Place handles six IDV brands, including Smirnoff and Drambuie.

IDV does PR in-house for half of its other brands.



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