UK: Scottish “professionals” to boost Beam’s Teacher’s
Beam Global UK is teaming up with prominent names in Scottish food and drink to promote Teacher's Blended Scotch Whisky for the Christmas period.
Beam has commissioned Alistair Malcolm, assistant general manager at London's Lab Bar, to design a Teacher's Hot Toddy. Paul Tamburrini, head chef at Glasgow's Hotel du Vin, has also created a traditional mince pie with a Teacher's twist, the firm said today (7 November)
Beam Global UK marketing manager Aileen Nicol said: "These profit-driving initiatives will be communicated through a PR campaign to encourage consumers to try Teacher's in new ways, creating profit opportunities and increasing category value for our customers.
"We are also inviting publicans to use the recipes to boost sales during the festive season."
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