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.