William Grant & Sons has launched a UK marketing campaign for its single malt Scotch The Balvenie in the run-up to Christmas.

The family-owned distiller said yesterday (24 September) that the activity, which involves brand partnerships, sponsorship, tasting sessions and whisky masterclasses, begins this month in an effort to raise the brand profile and awareness in the country.

The Balvenie at First Drinks Brands senior brand manager Geraldine Roche said: "The Balvenie has always valued and maintained a high standard of craftsmanship. Our partners identify with these values where traditional skills have been retained to achieve the highest skills and quality in their field."

The Balvenie partners include Savile Row tailor Gieves & Hawkes, where customers will be poured a dram at bespoke fittings and Geo F Trumper barbers, where customers will be able to drink The Balvenie whilst receiving a hot shave, the company said.

Whisky masterclasses will be hosted by The Balvenie global ambassador, David Mair, at various National Trust events around the UK. In October, The Balvenie will be served as the official whisky of the Alfred Dunhill Links Pro-Am Golf Championship at Carnoustie Golf Course. Tasting sessions will also be held at private members clubs in London and at yacht clubs on the south coast over the coming months, the company added.