Distributor First Drinks has invested £2m in the drive with the aim to, “capitalise on the positive trend of the demand for single malt whisky outstripping supply,” said senior brand manager Sarah Harding.
The campaign - with the slogan, Family Run Since 1887 - will run on billboards on the London Underground and in national newspaper ads until the end of the year.
“We know from consumer research that family ties imply long term nurture and care, which ultimately results in a ruthlessly premium whisky and a single malt of which we are proud,” said Harding.
Further plans for the campaign, including on-trade specific activity, will be revealed later in the year.
Last week a licensee revealed he was cashing in on the popularity of whisky by opening a dedicated tasting room.