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UK: Inver House Distillers lines up Balblair global push

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Inver House Distillers has appointed a new agency to manage a global marketing campaign for its single malt Scotch whisky brand Balblair Highland.

The company said today (13 August) that, following the recent relaunch for its Balblair brand, The Leith Agency will manage its global marketing and initiatives, which will include a recruitment drive, trade and consumer incentives and an online membership club. 

Balblair's brand manager, Margaret Mary Clarke, said: "We see direct marketing as a core element of our brand strategy for Balblair and are excited about the appointment of Leith whose pitch was truly impressive - they exceeded our expectations by presenting a campaign that will connect with our target consumers in an innovative way, replicating the premium status, quality spirit and stylish offering of Balblair."  

Ian White, partner for direct marketing of the Leith Agency added: "We are really looking forward to producing a wide range of work with the team at Balblair - it's an incredible whisky and the brief presents a fantastic opportunity to deliver an impactful and creative campaign for the brand across the UK and beyond."

Further details of the six-figure marketing campaign, which will see Balblair partner with Scottish designers, will be unveiled in the coming weeks, Inver House said.

Earlier this year, the company maintained it was performing "ahead of expectations" despite seeing profits fall last year. In April, the spirits group, which is owned by brewer and distiller Thai Beverage, posted a 12% fall in operating profit to GBP2.6m (US$5.1m) for 2006. Turnover dipped 1% to GBP38m.


Sectors: Spirits

Companies: Thai Beverage

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