Glengoyne Distillery tasked the Freshwater team with promoting their single malt whisky’s ‘Real Taste of Malt’ credentials, with the ‘Real Taste of Food’.
To meet the objectives we developed a integrated strategy including, the creation of ‘food and whiskey’ travel packages, partnerships with like-minded organisations such as Scottish Venison and provided relevant news hooks such as Scottish Parliament’s launch of the Year of Food and Drink. In addition to this, we formed a partnership with BBC’s Great British Menu contestant and chef, Tom Lewis and forged promotional partnerships with Waterstone’s and VisitScotland.
The media results were impressive. Coverage appeared in over 100 publications including Food & Travel, The Times, allaboutyou.com, Whisky Magazine, STV’s The Hour, Restaurant magazine and OLN. The PR value topped almost £230,000 and all ‘Whisky & Food’ packages sold out.