Modern approach challenges image

23 August, 2007

Balblair Malt Whisky has joined forces with top Scottish companies for its latest marketing drive.

In a move to challenge traditional perceptions of Scotland, the brand has partnered fashion house Mackintosh Rainwear, fabric and wallpaper designer Timorous Beasties, publishing house Canongate Books, and artist JoLoMo in sponsorship deals and cross-promotions designed to challenge Scotland's "traditional tartan and shortbread image", a spokesman said.

Marketing manager Karen Walker added: "As modern brands with an eye for detail and a passion for quality, our partners reflect the values of Balblair - Scottish yet outwards-looking and without cliché.

"These partnerships will ensure accurate opinion of whisky's birthplace and bring it into line with the increasingly refreshed perception of Scotland's national drink."

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