Old Pulteney to develop new marketing strategy

10/02/2003

Old Pulteney has appointed one of Scotland’s leading marketing agencies to develop a new brand strategy for the 12-year-old single malt.

Glasgow-based CuriousOranj will undertake a major review of the brand, examining all areas of its current market position and assessing ways of building upon core strengths. The research will include the use of specially created focus groups.

Old Pulteney is already performing well in the marketplace, particularly in the ontrade sector, with total sales up by six per cent over the last year. The appointment of a Brand Ambassador in 2002, for example, resulted in the malt winning 38 new accounts in some of the most exclusive bars and restaurants in Glasgow and Edinburgh.

"Old Pulteney is a strong brand that is performing well in a highly competitive marketplace," states CuriousOranj managing director, Stephen Halpin. “But there is a requirement to take a longer term view and we intend to develop a strategy that will build the brand for the future.”

Old Pulteney brand manager, Margaret Mary Timpson, says: “Given the growth of Old Pulteney to date, it’s an ideal time for us to conduct a review of the brand and ensure we are maximising all opportunities.”

« Return to Press Releases