Ian Macleod Distillers to raise profile through SECC partnership
Ian Macleod Distillers has teamed up with the Scottish Exhibition and Conference Centre in a bid to raise the profile of its Glengoyne Highland Single Malt and Smokehead Islay Single Malt.
Looking to tap into the SECC’s 1.3 million annual visitors, the independent distillers will run initiatives throughout the year including samplings, incentives, competitions and promotions, online advertising (including ticketSOUP), social media projects, and banner advertising.
Smokehead Islay Single Malt, which has already established links with rock brands Marshall Amps and Classic Rock Magazine, is to continue its rock collaborations with the sampling of ‘smoke and coke’ at a number of SECC rock concerts, with a mobile bar made from Marshall’s Amps used to hand out samples.
Glengoyne Highland Single Malt has also become the official sponsor of the ‘Sounds Good’ VIP hospitality lounge at the SECC, with samplings taking place at a variety of music and comedy gigs, plus conferences and events, served at a special new bar created from Glengoyne whisky casks.
Iain Weir, marketing director of Ian Macleod Distillers, said of the collaboration: “It is a perfect partnership for our top quality Scottish brands to be linked with such an iconic Scottish venue.
“The wide variety of events held at the SECC allows us to target the different consumer profiles of our two very different whiskies. Smokehead appeals to a target market of modern, adventurous drinkers age 25+ while Glengoyne’s key messages of craftsmanship and heritage will be introduced to curious discoverers looking for a high quality, traditional malt.”
SECC commercial manager Fiona Crichton added: “Having just launched our new Sounds Good VIP hospitality brand, this strategic relationship offers a fantastic platform for two distinct whisky brands to capitalise on the wonderful brand amplification opportunities that SECC offers.”