Whisk(e)y does well for PR Brands

Published: 23 July, 2008

UK subsidiary Campbell Distillers reports growth

PR Brands, spirits division of Groupe Pernod Richard's UK subsidiary Campbell Distillers, reports 8% growth in its Jameson, Irish whiskey brand, 49% increase in Aberlour, the Scottish single-malt whisky and 26% growth in Bushmills, the Northern Ireland malt whiskey (AC Nielsen, MAT to July/Aug). Mark Davis, PR Brands' marketing director, told Harpers that Jameson is about to go on TV in the Central region, Channel 4 and Sky in a 1.5 million campaign, titled "What's the Rush?" He described Jameson as "a most important brand to Groupe Pernod Ricard" and said that the company has big aspirations for the whiskey, which is aimed at a younger market than for Scotch, ie the 25-45 age group. For Aberlour, the company had embarked on a direct-mail sampling activity, which general manager Ian Tottman said was "beginning to pay off", hence the 49% growth year on year. The company had also got Sainsbury's to list A'bunadh, a cask-strength sister malt to Aberlour. Davis said Bushmills, Ireland's only single malt whiskey, was "steaming ahead" and a direct mail campaign to 40,000 malt whisky drinkers starts this month.

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