The Famous Grouse champions the category with winter grouse season support package
5 November 2009 - The Famous Grouse, Scotland’s best selling whisky, has released details of the ‘Winter Grouse Season’, its most comprehensive package of marketing activity yet. Expected to be the highest investment in marketing activity within its competitive set, this pack will support the trade not only during the vital sales period over Christmas but all the way through from November to March.
During these challenging economic times The Famous Grouse is committed to driving consumer demand and so has invested in this heavy weight marketing campaign to support the brands from St Andrew’s Day in November through to Six Nations in February, incorporating the key selling periods around Christmas and Burns Night.
Both The Famous Grouse and The Black Grouse brands will benefit from significant media spend which will secure TV and online advertising, as well as the brands first ever cinema ad for The Black Grouse. It is estimated that 39 million consumers will see the TV advert, that is 80% of all UK adults.
Linda Sooprayen, Brand Manager for Maxxium UK, said: “The Winter Grouse Season is the largest, most comprehensive package we have ever announced to show our commitment to supporting the trade. We want to extend the key sales period around Christmas to help our stockists through the current challenging climate.
“The brand loyalty of Famous Grouse consumers is second to none with 73% of our drinkers claiming to have drunk the brand for more than five years. We want to reward their loyalty with a fantastic in bar experience.”
Scotland’s favourite whisky is supporting Scotland’s national day by making St Andrew’s Day the start of the unique Winter Grouse Season. The blended Scotch whisky market is the second biggest spirits category by volume in the UK on trade*. To make the most of this lucrative category The Famous Grouse is offering on trade stockists the opportunity to turn St Andrew’s day in to a real sales driver.
Forty key stockists will also be selected to take part in further in bar activity. These venues will benefit from a dedicated PR campaign, entertainment to create a party atmosphere and listings in the St Andrew’s Day Daily Record supplement.
St Andrew’s Day is also being celebrated with a campaign of consumer engagement taking place across the central belt in November with commuters through the train stations Edinburgh Waverly and Glasgow Central being directed to participating venues.
POS kits containing high visibility items such as bunting, posters and banners are being supplied to help outlets celebrate St Andrew’s Day in style. A promotional mechanic offering consumers the chance to redeem a Famous Grouse scarf is designed to encourage trial and reward loyalty.
The Famous Grouse is also recognising the importance of gifting and display within the Cash & Carry and convenience sector, by distributing The Famous Grouse gift box to these accounts in order to support its key off trade outlets. Also recently unveiled is The Famous Grouse’s limited edition gift box created by renowned designers, Timorous Beasties. The unique and unconventional packaging is a real collectors’ item, and the perfect gift for whisky lovers.
Further announcements will be made closer to the time on the brands plans to celebrate St Andrew’s Day, Burn’s night and the Six Nations.