UK: William Grant & Sons signs Balvenie partner deals

By just-drinks.com editorial team | 27 July 2009

William Grant & Sons has secured several partnership deals for its Balvenie single malt Scotch whisky brand.

The firm said today (27 July) that Balvenie, distributed in the UK by First Drinks, will work with companies such as Slow Food, Charbonnel et Walker, which join the brand's existing partners Gieves and Hawkes, and Barbour.

Harriet Knight, brand manager for The Balvenie at First Drinks, said: "Our partnerships with complementary luxury organisations are a key part of our brand proposition and we are delighted to not only further our relationship with existing partners, but also bring new names on board."

The deal will involve sampling events including the BBC Good Food Show and Glenmore Lodge in Scotland.

Joint marketing initiatives and consumer tastings with long-standing partners will also take place over the coming months.

Earlier this month, William Grant & Sons released a limited edition Scotch whisky, The Balvenie Madeira Cask 17 Year Old.

Sectors: Spirits

Companies: William Grant