William Grant has announced a £750,000 pre-Christmas support programme for its new cask finish whiskies.
Encouraged by an initial positive reaction from the trade, including listings with Matthew Clark Wholesale, Daniel Thwaites Brewery and leading cash and carries, William Grant and distributor First Drinks are now launching an advertising campaign described as "a long way removed from anything previously seen within the blended whisky market".
Running in the national press in London, the South-East and Scotland between now and Christmas, four executions each carry the strapline "Some finishes are never forgotten" and feature unforgettable moments in history:
- Geoff Hurst scoring the winning goal against West Germany in the 1966 World Cup Final
- the return of Apollo 11 to Earth following its successful mission to the moon
- the millennium celebrations at the Sydney Opera House (pictured)
- the bringing down of the Berlin Wall.
Alongside the campaign, on-trade activities include the widespread distribution of point-of-sale kits to raise awareness of the new whiskies - Ale Cask Reserve and Sherry Cask Reserve.
Finally, the brands are sponsoring Paul McKenna on his UK tour taking in 27 venues during November and December.
The hypnotist will be weaving the whiskies into each show with a "perfect finish" at the end.
It is anticipated that the tour will target 67,500 consumers to try the cask finishes which, along with The Famous Grouse, present a fresh departure for blends.