Bourbon ‘Q’s’ the music


A UK spirits company is hoping a link-up with one of the music industry’s biggest celebrations will fine-tune the brand’s performance.

Maxxium UK’s cherry infused bourbon Red Stag by Jim Beam will be the official spirits partner and best album sponsor at this year’s Q Awards, an annual ceremony showcasing the best in British music.
The association with Q is part of a high-profile campaign leading up to the October event.
Working in partnership with media network Bauer, Red Stag will feature in a series of TV, radio, online and print formats as part of Maxxium’s ‘Fresh Tracks’ campaign.
The aim is to reinforce Red Stag’s association with music and reach out to a target audience of over nine million 18 to 24 year olds.
Eileen Livingston, Maxxium marketing controller for imported whiskies, described the Q Awards as “the perfect partner” as it embeds the brand into the music scene, which is “the passion” of its target audience.

Image: Red Stag: in step with the music.