Grant's is sponsoring radio station Classic FM this December as part of its promotional activity for Christmas. The blended whisky brand will advertise on air and on the
station's website classicfm.com , targeting drinkers aged 40 and over. Mark Collins, brand manager for Grant's, said: "Over 2.3 million Classic FM listeners regularly enjoy a glass of whisky, so we are also looking to convert whisky drinkers who don't currently consider Grant's a part of their blended whisky repertoire."
Bacardi has finalised a deal to buy land in central Scotland
on which to build a new Scotch whisky
plant. The 106-acre stretch of land in South Lanarkshire will be developed as a second maturation, blending and storage facility for its premium portfolio of Dewar's Scotch whiskies and could create more than 50 new full-time jobs. The deal forms part of the firm's
£118 million expansion programme for Scotch over the next 10 years.
Whyte & Mackay has signed a three-year deal to become the title sponsor of
Premier League Darts. The Professional Darts Corporation tournament features eight of the best darts players in the world with a £340,000 prize fund. It will run for 14 consecutive Thursday evenings across major UK cities, kicking off in Glasgow's SECC on Jan 31 2008, and Sky Sports will broadcast the whole event.
Ian Macleod Distillers is promoting its Six Isles Island Blended Malt Scotch Whisky with an ad campaign. The push is called Six Island Malts In One Glass and has been created to reinforce the brand 's position as the only blended malt Scotch whisky in the world that combines whiskies from all six of the whisky-producing Scottish islands. Ads will run in consumer press titles in the UK and across Europe.
The Scottish Malt Whisky Society is rolling out its first direct mail campaign in a move to recruit new members. Using the strapline
The Most Famously Anonymous Whisky Society, it aims to target 27,500 whisky drinkers throughout the UK. The society currently has 26,000 members and provides them with access to expert information and a unique selection of single cask malt whiskies.
First Drinks Brands has launched a Win an Elephant promotion on 70cl bottles of Amarula. Consumers will be directed to a new website - winanelephant.com - where they will be able to find out if they have instantly won one of 5,000 limited edition calendars. They will also be entered into a free prize draw to win the opportunity to go on a Big 5 safari to South Africa's Kruger Park where the winner will be able to tag and track an elephant.