News

UK: Beam Global targets Teacher's revamp, extension

Most popular

PepsiCo's successful response to COVID-19

How the on-premise can make the most of Christmas

Tariffs risk reversing Australian wine's hard work

Japan's love of lemon sour - A worldwide trend?

just-drinks speaks to Bombay Sapphire VP

MORE

Beam Global Wine & Spirits is looking to revamp its Teacher's blended Scotch brand.

Speaking to just-drinks yesterday (9 May), Beam's Scotch brand director, Michael Cockram, said that, while the brand had performed "way stronger than expected" last year, Beam is looking to update its look and add to the Teacher's stable.

"Volume remains high for Teacher's, at 575,000 cases last year, so it's hardly a declining brand and still retaining its share," Cockram said. "We've got a strong potential for that brand, but something which wasn't exploited in the past by Allied Domecq."

Cockram noted, however, that the packaging for the whisky needs modernising. "We need to really improve the packaging on Teacher's," he said. "We inherited a brand which has got three slightly different packaging propositions - one in Brazil, one in Rest of the World and one in the UK. We need to have a single packaging solution on Teacher's and it needs to be stronger.

"The Teacher's branding is actually quite weak and the packaging looks a bit old-fashioned and slightly dull, and that needs to change."

At the same time, Cockram said Beam will be looking at launching a blended malt whisky version of Teacher's, launched at a premium price point. "We're trying to get a product that can compete with Johnnie Walker Black and Chivas Regal," he said. "Premium blends is one of the fastest growing segments of the Scotch whisky market, but we're not there at the moment."

Cockram targeted the third quarter of next year for the fresh packaging and the brand extension.


Related Content

Ballantine's goes global with latest marketing campaign - video

Ballantine's goes global with latest marketing campaign - video...

"Consumers have embraced cocktail making like they have cooking and baking" - just-drinks speaks to ...

Blended Scotch sales & volumes in UK to fall 4% by 2022 - data

Blended Scotch sales & volumes in UK to fall 4% by 2022 - data...

Beam Suntory launches assault on India with Oaksmith Scotch, Bourbon blend

Beam Suntory launches assault on India with Oaksmith Scotch, Bourbon blend...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?