Edinburgh, 11 March 2004: Ian Macleod Distillers Limited is
embarking on a £150,000 marketing campaign to develop its Glengoyne Single Malt
brand in the UK.
A distinct brand advertising
campaign has been produced, aimed at positioning Glengoyne as 'The Authentic
taste of Malt Whisky untainted by Peat Smoke' and capitalising on its unique
production and the malt's smooth, pure taste.
'THE REAL TASTE OF MALT' is the new
strapline that will now accompany all Glengoyne brand communicatons. This brand
essence has been derived from six key elements that represent the true meaning
of the brand - magic, the Glengoyne promise, pride & passion, natural
beauty, environment and true taste. (For further info see Notes to Editors)
The adverts, which will appear in a
variety of trade and consumer magazines from April, will reflect the
peat-smoke-free element of Glengoyne and feature some of the company's key
individuals involved in the whisky-making process.
Iain Weir, Head of Marketing at Ian
Macleod Distillers Ltd, said: "There is one true element that
differentiates Glengoyne single malt whisky from its competitors - its Taste.
This new campaign aims to position Glengoyne in a class of its own, at the
opposite end of the whisky spectrum from the rugged highland malts and heavily
"Glengoyne is a malt with high
appeal to both novices and experts alike; it isn't just a product of the place
but is a testimony to the skills and commitment of the people who have made
whisky-producing their life's work. We wanted to develop a campaign to support
and reflect that."
James Young, Founding Partner of
Designate Design Consultancy, the company responsible for this new advertising
campaign, said: "Glengoyne is blessed with a host of good selling points -
its beautiful location, its history and folklore and the craftsmanship that's
involved. We have developed two different advertising campaigns. The trade
advert has the tagline 'No Smoke. Without Fire' and is deliberately light and
airy, echoing the smooth, fresh taste of the whisky, whilst the consumer
adverts have the tagline 'Glad to work in a smoke-free environment' and
emphasise the colourful characters of Glengoyne, whilst reiterating the core
values of The Real Taste of Malt."
For more information contact:
Ian Macleod Distillers Ltd
T: +44 (0)1506 852205
T: +44 (0) 131 554 6111
Notes to Editors:
Glengoyne Single Highland Malt
Award-winning Glengoyne is one of
the leading premium malt whiskies in the world. The single malt has been
distilled at Glengoyne distillery since 1833. It is the only malt marketed as
being "The Authentic taste of Malt Whisky untainted by Peat Smoke" -
The Real Taste of Malt. The Glengoyne portfolio consists of the 10 years old,
17 years old, 21 years old and 28 years old, as well as limited special
bottlings of Glengoyne.
The premium malt whisky market has
shown substantial growth in recent years and is the strongest growing sector of
the Scotch whisky industry. The principal markets for the Glengoyne single malt
are the UK, Scandinavia,
France, Germany and the USA. Glengoyne 17 Years Old was
voted World's Best Single Highland Malt in the "Best of the Best"
whisky tasting, organised by "Whisky Magazine". 62 Independent Industry
Experts took part in this blind tasting.
The six key elements (Core
proposition) that derive Glengoyne's brand essence:
Magic/ Alchemy - the closely guarded
secret of how to make Glengoyne has been passed down from one generation of
distillery workers to another, ever since 1833.
Glengoyne Promise -
Glengoyne uses the best of everything; pure Scottish water, Golden Promise
barley, Oregon Pine Washbacks, a slow coaxing of the spirit through
distillation and specially selected casks.
Pride & Passion - Along
with all its other ingredients, Glengoyne is made with the skill and dedication
of the distillery workforce; craftsmen with a real passion for their art and
pride in what they produce
Natural beauty -
Glengoyne is widely acknowledged to be one of the most beautiful distilleries
Environment - Glengoyne's
southerly position and its milder climate both contribute to the whisky's
famously smooth, lighter taste.
True Taste - Glengoyne's
key differentiator is its pure taste. Glengoyne stipulates that its barley is
dried naturally, using only warm air as opposed to peat smoke. This air-drying
process means that there's nothing to disguise its true flavours. In other
words, Glengoyne is 'The Real Taste of Malt'.
Glengoyne Distillery and Visitor
Centre - "Scotland's
Most Beautiful Distillery":
Situated at Dumgoyne, on the
south-western edge of the Highlands, close to Loch Lomond to the north of Glasgow, the distillery is in an exceptionally attractive
location whilst also being close to the population centres of Glasgow and the Scottish central belt. For
over 150 years the distillery has produced Highland
single malt whisky, and the current distilling capacity is up to one million
litres of alcohol per annum. The Glengoyne Visitor Centre attracts over 35,000
visitors per annum, as well as entertaining significant numbers of corporate
parties. The Visitor Centre strongly supports the marketing and promotion of
the Glengoyne malts and the Langs blends.