Scallywag Speyside Malt Launches New Marketing Campaign
3 weeks ago
The campaign, launching this month, will focus on building the Scallywag brand via digital, print and the on-trade. The activation will be significantly bolstered by three exciting new product launches for the brand which is part of Douglas Laing’s Remarkable Regional Malt series – the fastest growing Blended Malt Scotch Whisky brand globally according to IWSR.
Having recently been awarded the coveted Double Gold at the World Spirits Competition, Scallywag has revealed is new taste-led campaign today, which aims to bring to life the Whisky’s robust and fruity character as a result of its predominantly Sherry cask maturation. Positioning the brand as “the ultimate distillation of the Speyside region”, the new master visual will be activated with a series of trade advertisements, PR and on-trade kits across core markets.
Beyond that, the brand is ramping up its digital coverage both via key global influencer collaborations and its social media channels. With Father’s Day gifting in mind, the Scallywag community will be invited to participate in an initiative entitled “A Dram with Dad”, whilst a series of giveaways is planned to generate further engagement.
The campaign coincides with three Scallywag product launches - a 10 Years Old targeted at the high-end specialist retail channel, a Limited Edition 12 Years Old at natural cask strength of 53.6% and a special edition gift pack, containing luxury branded socks, designed to drive rate of sale.
Chris Leggat, Douglas Laing’s CEO comments, “As a brand passionate about provenance and quality, this campaign and new product offering for Scallywag is designed to showcase and bring to life the ultimate taste of Speyside. We passionately believe in the quality of our Scallywag spirit and that’s why its intense, fruity and indulgent taste is very much at the heart of this new marketing campaign.”