The drinks company, whose brands include Jura single malt and Vladivar vodka, has also created a 70-strong sales team to manage the portfolio.
Simon Oldham, UK off-trade sales director, said: "It is an exciting time for the company as we have high aspirations for both the brands and the business. Introducing a sales team of this size demonstrates the level of confidence we have in both the quality and the potential of our brands. "
All members of the new team have been enrolled in a training programme to teach them to become "ambassadors" for the brands.
Their work will be accompanied by a £5 million investment in the flagship Whyte & Mackay brand, including Special, 13, 19, 22 and 30 .
The company also plans to extend the range later in the year with the introduction of a 40 Year Old.
A PR campaign for Vladivar will also be rolled out over the next year.