The Scotch Malt Whisky Society launches 'Clans & Drams' month

Story commissioned 12 clan badges matching each flavour to a real clan motto based on its characteristics and clan attributes: the flavour ‘Spicy and Sweet’, for example, is matched with the motto ‘Touch not the cat without a glove’ and ‘Young and Spirited’ is paired with ‘I am ready’.

The Society’s UK brand manager, Helen Stewart, commented: “We wanted to create a campaign that encourages people to think about flavour rather than territories or names when choosing a Society whisky but it also had to be entertaining and intriguing, in line with our brand. Story has created a look and feel for Clans & Drams that gets our message across in a quirky, unconventional yet effective way.”

Story head of copy, Olivia Donaldson, added: “The campaign has to be totally tongue-in-cheek, larger than life, with lots of action packed drama and absolutely no bloody skirmishes or feuds. This is a celebration of flavour and clan heritage which unites us all.”

Steely Fox are handling PR and venue dressing at the Society’s three Members’ Rooms for the length of the ‘Clans & Drams’ campaign which plays on historic, larger than life clan rivalries to recruit new members and boost bottle sales, sell event tickets and raise awareness of the Society.

Throughout May, non-members and 15,000 UK members are invited to take part in events, tastings and entertainment to find their kindred spirit from the Society’s collection. For the month all the Society’s whisky will be playfully paired to a whisky clan.