Maxxium UK is to launch a new campaign for its Teacher's Scotch whisky brand in the hope of educating consumers about the quality of blended Scotch.

Launching in October, the Teacher's School of Whisky campaign will include advertorials in men's lifestyle magazines and national newspapers, regional consumer master classes, consumer PR and trade support through education and in-outlet activity.

Maxxium UK's brand manager for Teacher's, Janette Peat, said: "At Maxxium UK we have the country's leading Scotch whisky portfolio so we are keen to drive value in the category through education.

"Our campaign will dispel the myth that blends are inferior to malts by highlighting the craftsmanship that goes into making a blend and the skill required to ensure its flavour is consistent year after year."