The Whisky Coast – a collaboration of 16 distilleries, first class hotels, restaurants, visitor attractions and golf courses on the West Coast of Scotland – has agreed a major licensing deal with brands agency Denvir.
The unique deal, signed by Suzanne George, Denvir’s MD, is the first of its kind and grants Denvir the commercialisation rights to the Whisky Coast brand and its associated whisky and cultural festival, “Spirit of the West”.
The Whisky Coast project was launched in April 2007, but has reached a level where it now requires a dedicated resource to review objectives and drive its future growth.
Historically, the Whisky Coast’s marketing has centered around its website www.whiskycoast.co.uk along with a presence at travel trade fairs in the UK and Sweden. The new joint venture will enable The Whisky Coast to expand on this model via on-line retailing, a short break booking system, sponsorship, consumer events and in-house publishing.
Suzanne George said: “Denvir’s model has always focused on building tangible value for our client brands. We have recently extended our services to embark on a strategy of joint ventures of which The Whisky Coast is the first of a number of planned deals in the pipeline. This natural extension of our company’s offering allows us to put our money where our heart is and directly share the rewards of building brand value”
Douglas Davidson, chairman of The Whisky Coast said: “For some time now, the board of The Whisky Coast have recognized that to truly realise the full potential of this wonderful brand we could no longer continue with a part time, outdated structure. To fully capitalise on a number of business opportunities, we realised that we needed the services of a professional company with all the relevant skills to assist us in building the brand with a dedicated, focused approach. In Denvir we believe that we have found the perfect partner and, together, we look forward to accelerating the progress of The Whisky Coast, with all the benefits to the economy of the West Coast of Scotland which will flow from enhanced promotional efforts and increased tourism to this beautiful region of Scotland.”