Scotch malt, The Macallan is launching a Christmas trade support package in the UK including promotional pricing, sponsorship activity and consumer on trade promotions.

In the key pre-Christmas sales period, distributor of The Macallan, Maxxium UK, will be conducting a series of nationwide on trade promotions including "Malt of the Month" and a tot trial programme to raise awareness amongst target consumers.

High profile sponsorships, again reaching a very strong target audience for the brand, include The Macallan Taste of Scotland Awards, set up to encourage the pursuit of excellence and recognise the best in Scottish catering and hospitality. There is also The Macallan Crime Writer Association Awards, one of the longest running literary awards in the UK. Previous winners of The Macallan Gold Dagger Award for Fiction include Ian Fleming, Ruth Rendell and Colin Dexter.

Jane Wilson, senior marketing manager at Maxxium UK said: "The Macallan is one of the most successful and most respected single malts in the world. Consumers know that they can depend on The Macallan to deliver an outstanding premium quality product and we are committed to building on this."

The Macallan is one of the fastest growing key malts in the UK on-trade. Its share of the on-trade malt whisky market in the UK has increased by more than 28% with on-trade sales increasing by an impressive 18.2% (AC Nielsen April/May 2000).