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Whyte & Mackay

Whyte & Mackay takes on Snow Leopard

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By The Drum Team, Editorial

May 13, 2009 | 3 min read

Spirit company Whyte & Mackay has announced that it is to partner with luxury vodka brand Snow Leopard and will donate 15% of the profits from its sales to saving the animal from extinction.

The brand, which was launched three years ago by founder Stephen Sparrow, sells 1,000 cases a year but is looking reach nearer the 100,000 cases to reach its aim of saving the animals, of which only 3,500 remain.

As a result, Whyte & Mackay will take on a minority stake in Snow Leopard vodka which is made from the very rare and expensive and sees the Polish produced brand join Whyte & Mackay’s existing vodkas including Vladivar and Pinky.

Sparrow said: “I used to work as a safari guide and I am a keen conservationist, so when I decided to launch a new vodka it made perfect sense to tie in to a cause that I love, but more importantly is desperately needed. Although you rarely see these magnificent cats, the world would be a far poorer place without them.

“Over time I’ve realised that I need to think a bit bigger if I’m going to meet this objective. To date I have raised more than £15,000 for the charity, but its nowhere near enough. So it was time to get help.”

Nick Garland, global sales and marketing director, continued: “I have long admired what Stephen has done by creating a fantastic quality product with a responsible aim behind it. I also immediately recognised there was a gap for a luxury vodka in our portfolio, and Snow Leopard fits the bill perfectly. There is obviously a serendipitous connection with the big cats, but please don’t take that as a sign we will only be working with feline brands going forward!”

He concluded: “In our portfolio, we already have a range of products designed to meet the needs of different drinkers and occasions such as Whyte & Mackay, Isle of Jura, The Dalmore, Glayva, Vladivar and Pinky. Snow Leopard adds yet another winning brand to that successful mix.”

Dada is currently handling the trade press PR for the deal while a marketing campaign is also scheduled for the promotion, although a spokesperson for Whyte & Mackay said that it was too early at this stage to go into detail as to which agency would be handling it.

Whyte & Mackay

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