Awareness of blended Scotch whisky brands is to rise as three of the biggest names in the sector announce new promotional campaigns.
Launching this month, the Teacher's School of Whisky will include advertising in men's lifestyle magazines and national newspapers, and trade support through staff training and sampling activity in pubs.
Meanwhile, to promote its Johnnie Walker brand, Diageo has begun rolling out point of sale material to raise awareness of the upcoming Diwali celebrations. The kits are based around a consumer giveaway of Johnnie Walker-branded items in the run-up to the Hindu festival on Saturday, October 17.
Perhaps wisely avoiding promoting Johnnie Walker in Scotland, where controversy lingers over Diageo's determination to cut jobs at the Kilmarnock plant where the brand is bottled, the kits are being distributed to 250 bars and pubs in London and Birmingham with a strong Asian customer base.
Chivas Regal also is being promoted with new cinema and print advertising. The 30-second cinema clips will be shown until the end of November and print advertising will run in titles including GQ, Wired, The Week, and The Times Magazine during October and November.
According to Nielsen data, the on-trade has sold eight per cent less blended whisky over the last 12 months compared to the year before, and it is suffering in relation to single malts - generally perceived as more premium.
Teacher's brand manager Janette Peat said: "We are keen to drive value in the category through education. Our campaign will dispel the myth that blends are inferior to malts by highlighting the craftsmanship that goes into making a blend and the skill required to ensure its flavour is consistent year after year."