Whyte & Mackay to invest £50m in flagship brands

Whyte and Mackay, the spirits company formerly known as Kyndal, has unveiled plans for its flagship brands, Vladivar vodka and Whyte and Mackay blended whisky.

The Scottish company is hoping to resuscitate the ailing fortunes of its flagship brands after shareholders sanctioned a £50m investment across its entire portfolio over the next four years.

In an attempt to profit further from the brand's high profile sponsorship of Leeds United, the Whyte and Mackay brand (W&M) is embarking on a Scottish TV advertising campaign due to air over Christmas and a £250,000 press campaign planned for south of the border.

The brand has also strengthened its hand in the South by securing sponsorship of Wasps rugby union team in return for a six-figure sum. Brands director at Whyte and Mackay Glen Gribbon said: "We have set our stall out by high profile sports sponsorship with the backing of Leeds United. This latest deal with Wasps has been well-received and offers excellent exposure across the country for Whyte and Mackay."

Maxxium UK, which also boasts The Famous Grouse in its stable, will retain the distribution of W&M despite concerns that the two whiskies are too similar. "I don't think there's a conflict of interests as to the positioning of W&M," said Mr Gribbon. "In the on-trade, W&M is a second Optic option and we see an opportunity sitting alongside The Famous Grouse."

The Scottish spirit company is also looking to breathe life back into its Warrington-based Vladivar Vodka, the UK's number two brand in value terms. Following a period of inactivity, a TV advertising campaign is set to air nationally in November and December while a new look bottle will be unveiled next year.

"We are taking positive steps to turn these brands around - neither Vladivar nor Whyte and Mackay have ever had the attention they deserve," Mr Gribbon said.

• Elsewhere, Whyte and Mackay is broadening out into the scotch whisky finish sector by joining forces with sherry maker Gonzalez Byass.

A limited edition Dalmore 1973 Vintage Gonzalez Byass Sherry Cask Finish is the first of what the company believes will be many link-ups between the malt whisky and other drink brands.