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UK: Teacher’s gets global symbol

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Beam Global Spirits and Wine has announced plans to introduce a new symbol to be used on its Teacher's brand in an attempt to give the blended Scotch whisky global recognition.

The company, owned by Fortune Brands, said yesterday (22 October) that the Teacher's 'Symbol of Authority' will include the whisky's creator, William Teacher, and attempt to highlight the brand's " full flavour message".

The new symbol will feature on all packaging, advertising, promotional and point of sale materials globally, the company said.

Category marketing manager for Scotch, Aileen Nicol, said: "The unique style and flavour of Teacher's has long been a point of difference from its competitors. By combining this full flavour message with an image of William Teacher, who was nicknamed 'Old Thorough' for his attention to detail, the symbol illustrates the brand's uncompromising commitment to quality and authenticity."

Fortune Brands recently reported that group net income for the three months to 30 June slipped by 6.4% year-on-year, coming in at US$232m. Operating income for the period was flat, dropping 1.3% to $427.8m, despite a 4.3% spike in sales, which hit $2.35bn.

For the first six months of this year, net income dropped more worryingly, down 16.4% to $352m, with operating profit down 7.1% to $688.1m and sales up by only 0.7% to 4.3bn.


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