Glengoyne revels in taking its time

01 October, 2010

Malt whisky brand Glengoyne is spending £1 million over the next two years on a new marketing campaign.

This will include advertising around the theme of Slow, a reference to the whisky’s distillation speed relative to other brands. It will feature 10 “slow truths”, facts central to life at the distillery.

Iain Weir, marketing director at brand owner Ian Macleod Distillers, said: “The Slow philosophy has worked well for Glengoyne for over 175 years. Slow is about taking time to do everything as well as possible, instead of as fast as possible.

“Our creative teams have been working hard on effective communications of this important message, to both current and potential Glengoyne drinkers.”?The company said there would be multi-platform creative elements to the campaign over two years.

Ian Macleod has also relaunched its Six Isles blended malt Scotch. The new packaging features a two-part label and a “tapered antique” bottle shape.

Weir said: “The update of the packaging makes it representative of the exceptional quality of the Six Isles and adds great value to its presentation.

“It emphasises the premium positioning of the whisky and showcases the brand at its best.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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