For the latest in our series of columns with International Beverage, SLTN spoke to anCnoc senior brand manager Claire Arnott about the single malt’s Edinburgh Festival activations.
During the month of August, Highland single malt anCnoc was one of the key sponsors of The Mound Village as well as the weekly Ceilidh on The Mound event. The partnership saw three anCnoc cocktails served at The Mound Village bar: Heather Honey Highball and Highland Remedy, both made with anCnoc 12 Year Old, and the anCnoc Old Fashioned, featuring anCnoc 10 Year Old Peated Sherry Cask Finish.
What was the thinking behind getting anCnoc involved in The Mound Village and Ceilidh on the Mound?
Claire Arnott, senior brand manager, anCnoc: “The Edinburgh Festivals represent one of the world’s largest cultural gatherings and attract a highly engaged, discovery-driven audience that closely aligns with the anCnoc consumer.
“The Mound Village and Ceilidh on the Mound provided an opportunity to place anCnoc at the heart of a vibrant cultural moment, surrounded by people seeking new experiences, independent thinking and authentic Scottish stories. The partnership also allowed us to bring ‘The anCnoc Way’ to life in a meaningful way.
“Like anCnoc, the Edinburgh Festivals celebrate creativity, individuality and doing things differently. Rather than simply sponsoring an event, we wanted to create opportunities for consumers to experience the brand through serves, conversation and sampling in an environment that feels true to our personality.”
Why choose the 12 Year Old and Peated Sherry Cask Finish, specifically?
Claire: “These two expressions showcase the breadth of anCnoc’s character while remaining highly approachable. anCnoc 12 Year Old is our signature whisky and the ideal introduction to the brand. It captures the fruity, honeyed and approachable style that anCnoc is known for and demonstrates that single malt can be complex without being intimidating.
“anCnoc Peated Sherry Cask Finish highlights a different side of the distillery. It combines gentle Aberdeenshire peat smoke with rich sherry influence, delivering layers of smoke, spice, vanilla and orchard fruits. Together, the two expressions demonstrate the versatility of the range and allow consumers to discover different dimensions of anCnoc in a single experience.
“The Heather Honey Highball amplifies the honey, citrus and orchard fruit character of anCnoc 12 whilst creating a long, refreshing serve ideal for warm weather drinking. The Highland Remedy introduces a bit of spice in an accessible way by balancing with ginger, lemon and honey. The Old Fashioned highlights the Peated Sherry Cask Finish’s combination of smoke, spice and sherry character in a lighter, more contemporary aperitivo-style serve. Each drink draws on flavour cues already present in the whisky, ensuring the liquid remains the hero.”
Do you have an estimate of how many people you got the brand in front of during August?
Claire: “While the Mound Village’s location just off Princes Street gave us the potential to be seen by well over one million people throughout August, success for anCnoc wasn’t simply about reach. Our focus was on meaningful engagement, introducing the brand to the right audience in the right environment through an authentic whisky experience. By encouraging people to discover, taste and learn about anCnoc in a dedicated whisky setting, we created stronger brand connections that are far more likely to drive future purchase and long-term brand affinity.”
Heather Honey Highball
• 50ml anCnoc 12 Year Old
• 20ml honey simple syrup
• 15ml fresh lemon juice
• 120ml soda water
Serve in a highball glass over plenty of ice, garnish with a lemon wedge.
