News

UK: Whyte & Mackay to support darts competition

Most popular

The just-drinks analyst returns

Heineken must cut costs to aid recovery - analysis

How COVID has accelerated the sobriety trend

Interview - Treasury CEO Mike Clarke - Part II

The just-drinks analyst returns

MORE

Whyte & Mackay is investing GBP2m (US$2.9m) into a marketing campaign to support Premier League Darts in the UK.

The Whyte & Mackay Premier League kicks off in Liverpool on 5 February, also marking the start of the whisky company's 'Get In' campaign, which will include a 15-week national TV advertising campaign on Sky Sports, activity with national newspapers and a trade promotion.

"Our first year of sponsorship generated huge brand awareness allowing us to grow our 18-34-year-old drinker base by a staggering 83% and our volume by 50%," said Nick Gaskin, Whyte & Mackay UK marketing director.

"This year will be even bigger as the demand for the largest indoor sports event continues to grow. The 'Get In' marketing campaign will help drive trade into pubs and retailers throughout the country on a Thursday night as a younger audience look to tune in to the live coverage or pick up the arrows in bar."

The promotion will also offer the opportunity to win a trip to the Wembley final of the competition.

Whyte & Mackay is owned by Vijay Mallya's UB Group.


Sectors: Spirits

Companies: Whyte and Mackay, The UB Group

Related Content

Soft drinks fight to stay relevant in COVID-19 world - comment

Soft drinks fight to stay relevant in COVID-19 world - comment...

Roust to go it alone in UK as William Grant & Sons tie-up draws to a close

Roust to go it alone in UK as William Grant & Sons tie-up draws to a close...

"We're living in a world of the unknown" - just-drinks speaks to Umi Patel, CMO for PepsiCo Beverage...

Molson Coors backs Friday Night Football campaign in UK, despite lack of games - just-drinks Exclusive

Molson Coors backs Friday Night Football campaign in UK, despite lack of games - just-drinks Exclusi...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?