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Article: How to get ahead in marketing whisky
- Article from:
- Scotland on Sunday
- Article date:
- June 15, 2003
- Author:
CopyrightCopyright 2003 Scotland on Sunday. Provided by ProQuest LLC. (Hide copyright information)
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HAIR stylists have been among the unlikely contributors to a 10
per cent rise in sales of two Scotch whisky brands.
Distiller Inver House has targeted hair salons, antiques fairs,
car rallies and art exhibitions to give away samples of its Old
Pulteney whisky and Heather Cream whisky liqueur. And the unorthodox
approach appears to have paid off.
Geraldine Roche, the company's marketing manager, said: "The idea
is to take sampling outside the traditional setting of the bar or
pub."
Old Pulteney sales broke through the GBP 1m barrier while sales of
Heather Cream, Scotland's answer to Bailey's Irish Cream, have risen
by 12 per cent.
Graham Stevenson, managing director, said: "We are seeing ...