Boost for Whyte and Mackay as Kyndal Spirits launches campaign
Kyndal Spirits is looking to strengthen its hand in the Scottish blended whisky sector with upweighted support of its Whyte and Mackay brand.
The Glasgow-based spirits company, created last year following a £208m management buy out (MBO) from Fortune Brands - the largest ever MBO in Scotland's history - is looking to kickstart a static on-trade whisky market.
The campaign is expected to be the largest burst of TV advertising in Scotland by any blended Scotch whisky brand.
The twice-matured blend is looking to capitalise on a 14 per cent rise in its Scottish heartland with two new adverts, "The Fireman" and "The Priest".
"Consumer-led brand investment has been key to the success of Whyte and Mackay in 2002 and has formed strong foundations to enable us to drive forward into 2003," said David Pattinson, international marketing manager.
"From here, we are in a strong position to increase brand loyalty in Scotland and look at taking it further in England."
The "six figure investment" will be supported in pubs by strong promotional price offers targeted at the traditional whisky drinking audience.
The blended whisky market in England and Wales was down nine per cent last year, while Scotland was more resilient showing a static market.
Glen Gribbon, marketing director, added: "Although more effort needs to be channelled towards the younger consumer, we need to consider how likely they are to accept the taste. I believe efforts should focus on the 30-plus age group, not 18 to 25s. History and heritage of the brands is also important and an integral part of the product."
