Beam Global Spirits & Wine has lined up an extension of a marketing campaign for its Teacher's Scotch whisky brand in the UK.

The company said yesterday (27 march) that it is launching a GBP1.5m (US$2.9m) marketing campaign as an extension of last year's Create Your Space programme, in a bid to increase consumer interest in the blended whisky brand.

The campaign will target 30-year plus males who need some "man space", a place where men can "escape the pressures of their busy lives and find inspiration to pursue their interests", the company said.

"Create Your Space is striking a chord with consumers, positioning Teacher's as a relevant and accessible blended Scotch whisky and fulfilling our company's ambition of building brands people want to talk about," said Beam Global UK's category marketing manager for Scotch, Aileen Nicol.

The first phase will involve on-pack promotions, national press advertising, a high profile consumer PR campaign, in-store activity and an updated website.

Media support will run throughout April and May.