Global Whiskey brand remit for Leith agency with Inver House appointment
Inver House Distillers has appointed The Leith Agency to manage the first global direct marketing campaign for its premium brand, Balblair Highland Single Malt Scotch Whisky as part of a six-figure investment in the brand’s re-launch. Balblair’s new vintage identity was revealed in March and now The Leith Agency has won a three-way pitch to target “discerning whisky consumers” world-wide through a direct marketing campaign which will include a recruitment drive, trade and consumer incentives as well as an exclusive online membership club for Balblair enthusiasts.
This is the first time Balblair’s owners, Inver House Distillers, have worked with the Leith Agency.
Following the appointment Margaret Mary Clarke, Balblair’s brand manager commented: “We see direct marketing as a core element of our brand strategy for status, quality spirit and stylish offering of Balblair.”
Ian White, partner, direct marketing of the Leith Agency, added: “Through a variety of channels direct marketing offers fantastic opportunities for companies looking to encourage interest in their brand and build a relationship with their target market.”
With headquarters based near Airdrie, the company has five distilleries – Pulteney, Balblair, Speyburn, Knockdhu and Balmenach – that each produce their own single malt whisky.
Currently sold to 85 countries worldwide, Inver House’s products include Old Pulteney – one of the UK’s top 15 single malts; Balblair; anCnoc and Speyburn, a brand which has established itself as the eighth largest selling malt brand in the US. Inver House also produces a range of blended malts, vodkas, gins and liqueurs, such as Heather Cream.