Whisky re-branding planned
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A campaign is due to be unveiled that will help build sales of the blend in the UK market where it currently produces 60,000 cases a year, accounting for 1.5% of the market.
It sells 500,000 cases worldwide, achieving 0.5% of global sales in its category and is the top-selling blended Scotch Whisky in Taiwan where, along with South Africa, a new signature blend has been launched. This is also likely to be rolled out to European markets.
A spokeswoman said the brand will be given a new look this year backed by its owner, Distell Group, Africa’s leading spirits, wines and ready-to-drinks business.
It acquired Burn Stewart Distillers, headquartered in East Kilbride, two years ago for £160 million from the Scottish company CL World Brands and Trinidad and Tobago based Angostura.
Other brands in the portfolio include the blend Black Bottle and single malts Bunnahabhain Deanston, Tobermory and Ledaig.
In 2006 it became the official whisky of Hearts, Celtic and Rangers football clubs and sponsor of Celtic and Rangers TV, but it is understood that the relaunch will not include sports sponsorship.