The Maxxium brand has been given TV exposure every Christmas for over a decade and this year’s three 20-second ads continue the theme of the humorous Grouse character.
Senior brand manager Bob Dalrymple said: “Fifty per cent of consumers’ annual spend on spirits occurs during the Christmas period and with whisky a festive favourite, it holds incredible profit potential for the trade at this time of year.
“December 2007 saw an annual peak for blended Scotch sales and we can look forward to another strong performance in 2008 with our celebrated advertising campaign helping to fuel category momentum and consumer brand awareness.”
The ads will be aired throughout the UK on terrestrial and satellite television channels, with an up-weight in Grouse’s Scottish heartland, from Dec 1-23.
Nielsen currently values the off-trade blended Scotch category at £758 million, up 3% on last year’s figure, though the spirits market as a whole is growing by 7%.