Edinburgh, 1 November 2004: Ian Macleod Distillers Limited is
launching a new £400,000 sales and marketing campaign to develop its Isle of
Skye 8 year old brand in the UK.
The 'Winning Number' is the new
communications strapline that highlights the maturity of all the whiskies that
make up the Isle of Skye blend. All the
whiskies used are aged to the peak of maturity (between eight and fifteen
years) with the youngest whisky in the Isle of Skye
blend being eight years old. There is also an unusually high proportion of
first class Island and Speyside malts used in
this premium blend.
A unique brand advertising campaign
has been introduced reflecting the blend's unusually long maturation in oak
casks. The creative execution focuses on pool and the black eight ball, which
as everyone knows is the winning ball and beats every other number.
The adverts will appear in a variety
of newspapers, trade and consumer magazines from this month.
Leonard Russell, Managing Director
at Ian Macleod Distillers Ltd, said: "Isle of Skye
is a whisky of rare distinction and character. The unique taste is derived from
the considerable amount of time the whiskies are matured in oak casks before
being blended and we feel this investment in time provides the customers with a
quality and value of whisky beyond all our competitors. We wanted to develop a
campaign to support and reflect that."
Angus Robertson, Founding Partner of
Robertson Darby Advertising, the company responsible for this new advertising
campaign, said: "We identified four key areas where Isle
of Skye excelled above its competitors - its age, origin, taste and
value. Four creative treatments were subsequently developed to incorporate a
strong visual statement focusing on each of Isle of Skye's
vital components. Each advert also includes a secondary reference to the highly
competitive blended whisky market and our desire to take the fight to our
For more information contact:
Ian Macleod Distillers Ltd
T: +44 (0)1506 852205
T: +44 (0) 131 554 6111
Notes to Editors:
Award-winning Isle of Skye is an
exceptional blended whisky that was created over 100 years ago by Islander and
Clan Member, Ian Macleod, who lived on the Isle of Skye, which is a remote
island on the west coast of Scotland.
His quest was to produce a whisky evocative of his beloved isles, and it is a
measure of his success that his original recipe is still used today.
Skye is particularly smooth and mellow,
with a satisfying complexity and depth. There are several reasons for this, not
the least being the unusually high proportion of first class Island
and Speyside malts used in the blend. Furthermore, all malts used are aged to
the peak of maturity (between 8 and 15 years) at their distillery of origin
before being blended with mature grain whisky.
Skye is distributed in over 20 markets
around the world by Ian Macleod Distillers Ltd which is an independent family
owned company, founded by Leonard Russell in 1936.
The Isle of Skye range includes an
8yr old, a 12 yr old and a 21yr old and RRP price in the UK starts from
£11.99 for a standard 70cl bottle.
For further information contact Ian
Macleod Distillers Ltd on tel: 01506 852205 or www.ianmacleod.com