UK: Maxxium spends GBP1.5m on Famous Grouse, Black Grouse push

By | 7 June 2012

The campaign is the Famous Grouses first-ever summer marketing push, the company said

The campaign is the Famous Grouse's first-ever summer marketing push, the company said

Maxxium UK has invested around GBP1.5m (US$2.32m) on two new TV campaigns to push the Edrington Group's Famous Grouse and Black Grouse brands in the UK.

The first advert aired on UK television on Friday and the second TV spot is scheduled for broadcast at Christmas. The campaign, announced late last week, runs alongside the introduction of two limited-edition gift packs for The Famous Grouse, available this summer. 

The Grouse Jubilee Special Edition Reserve is on sale exclusively in UK supermarket chain Waitrose, while a limited edition Famous Grouse celebrating the summer went on sale in Sainsbury's last month.

“There has never been a better time to launch The Famous Grouse’s first-ever summer advertising campaign, which as well as supporting our core range is also timed to coincide with two exclusive limited-edition packs going into J Sainsbury and Waitrose,” said Maxxium UK marketing director Peter Sandstrom.

Maxxium is a sales, marketing and distribution joint venture between Edrington and Beam Inc.

Expert analysis

Spirits Market in the UK - Product Launch Almanac 2011

Datamonitor’s Spirits market in the UK – Product Launch Almanac 2011 provides a complete guide to new product launches in the UK spirits market since March 2010,This report includes detailed data on products including Package Type, Package Material, # SKUs, Description, Package Tags, Ingredients, Shelving, Innovation and Flavor/Fragrance. This report also provides an overview of the spirits market in the UK, with data from 2005 to 2010 and forecasts to 2015.

Sectors: Marketing – advertising & promotions, Spirits

Companies: Famous Grouse, Maxxium, Edrington, Beam Inc

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