Old Pulteney launches new promotional strategy

16/04/2002

Old Pulteney has launched a special exclusive silk tie offer as part of a new strategy to develop the brand and provide extra value to one of Scotland’s fastest growing malt whiskies.

The brand has already invested heavily in the redesign of its presentation, including an innovative double-sided back label which gives a 3-D effect, and through its new silk tie offer is now looking to develop product awareness even further.

Old Pulteney is produced in Wick at the most northerly distillery on the Scottish mainland and the silk ties, created by Bill Mather of design company Full Circle, features ‘silver darling’ herring logos in celebration of the town’s fishing heritage. The design includes a maverick red herring lurking at the bottom, underlining the fact that Old Pulteney is a malt with a difference.

Bill Mather says: ‘I have always been inspired by Scotland’s fishing past and how the skills of the barrel coopers were transferable between the whisky and the herring industries. I wanted to create an instantly recognisable design that reflected Old Pulteney’s maritime heritage.’

According to Brand Manager Margaret Mary Timpson, the whisky has built up a strong following in recent years and the silk tie promotion will help maintain brand loyalty and attract a new generation of whisky enthusiast. The on-pack offer gives whisky aficionados the opportunity to buy an Old Pulteney silk tie for only £5.99.

‘This is all part of our strategy to develop and expand the brand,’ she says. ‘Our research has shown that there is a considerable affinity to Old Pulteney and customers are interested in high quality products associated with the whisky. We feel the silk tie offer fits in well with the aspirations of our main target market.’

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