Beam Global Spirits & Wine has tapped into Scotch whisky’s links to golf by offering a promotion on its Teacher’s brand.
With Europe’s Ryder Cup victory fresh in the mind, Beam’s UK distributor, Maxxium UK, will take 20 amateur golfers for a day of golf and Teacher’s blended whisky this weekend. The participants have been selected from respondents to adverts in golf magazines and on golf blogs, a Maxxium spokesperson told just-drinks today (5 October).
Maxxium said that the participants will learn how to taste and describe whisky and be given tasting packs, including handouts, miniatures, posters and flyers, to help them promote and host a tasting for up to 50 people at their own golf clubs.
“Golfers are right on target for Teacher’s with many being enthusiastic whisky drinkers,” said Maxxium UK’s brand manager for Teacher’s, Janette Murray. “Our marketing activity over the last year or so has been focused on the quality credentials of blended Scotch whisky and dispelling the myth that blends are inferior to malts,” she said.
Scotch whisky has a long and broad association with golf, with the origins of the modern game having been traced to Scotland.
Diageo’s Johnnie Walker and Pernod Ricard’s Ballantine’s are two of the biggest golf sponsors and both brands sponsor their own annual golf tournaments.
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