‘The Famous British summer – enjoy it while it lasts’ campaign includes TV advertising, limited edition packaging, a new summer cocktail menu and social media activity.
In the on-trade, activity will include scratch card promotions and a focus on new summer serves, including The Famous Sunrise: a mix of The Famous Grouse, Sourz Mango and pineapple juice; and The Long Grouse: a traditional long vodka with a Grouse twist.
Peter Sandstrom, marketing director for distributor Maxxium UK, said: “As a nation embracing the stay-cation, it’s the perfect time to celebrate summertime in the UK, whatever the weather, with the UK’s favourite whisky.
“What better way to do this than with an inherently British promotional campaign, which, as well as supporting our core range, is also timed to coincide with limited edition packs?”
Image – The ‘enjoy it while it lasts’ packaging.