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How Pernod Ricard’s luxury whisky brand Royal Salute is hoping creativity can crack UK

While its ties are intrinsically British Pernod Ricard’s luxury whisky brand Royal Salute is little heard of in the UK, something the drinks giant is hoping to turn around with a new campaign that puts luxury and creativity at the heart.

Since the brand’s launch in the 50’s – it was presented to Queen Elizabeth II on her coronation day in 1953 – the focus on marketing has been predominantly in Asia, to tap into the appetite for British luxury goods.

However, a new campaign called ‘Bohemian Aristocracy’ will launch in March and follows a new brand vision that is grounded in the marriage of luxury and creativity. The campaign aims to underline Royal Salute as the “only genuinely British luxury brand of whisky” and celebrated the values of modern British royalty.

The campaign takes inspiration from aristocrat and Bloomsbury patron Lady Ottoline Morrell, whose salons supported and shaped the careers of artists and writers. Royal Salute collaborated with fashion and art photographer Michelangelo Di Battista to launch 'Bohemian Aristocracy'- a global campaign comprising a film and visuals inspired by its new artistic 'creative circle', that includes Barnabé Fillion, the ‘nose’ behind Paul Smith’s Portrait fragrance.

Vadim Grigorian, global brand director of Royal Salute, explained to The Drum the impetus behind the UK push.

“Since its launch we have focused on Asia with great success, however, in my recent investigation of the brand history and origins, I discovered that distiller Sam Bronfman initially selected the rare Scotch whiskies in Royal Salute 21 Year Old for the North American market.

“As the world’s only exclusively prestige Scotch whisky brand, with a range of carefully blended whiskies matured for a minimum of 21 years, we appreciate the value of time in way few other brands can imagine. It’s why we’re bound-up with the tradition of royalty - we both promise continuity and flexibility, connecting nations and generations with tradition but fully present in the modern world.”

The Royal Salute ‘Bohemian Aristocracy' film will be released online, across social media, at point of sale and further through selected premium channels to support the brand's new vision.  

Featured by The Drum