Old Pulteney targets Sweden

16/12/2002

Twelve-year-old single malt whisky, Old Pulteney, has reinforced its market position with an increase in international sales on the year to date and has recently embarked on a major marketing push into Sweden.

Sales in Australia have increased by 38 per cent and in Germany by 47 per cent due to targeted marketing campaigns, and on the back of this success the focus has now been turned on Sweden.

A team from Old Pulteney attended the Stockholm Beer & Whisky Festival, attracting a huge amount of interest from key Swedish drinks buyers. This was followed by a tasting tour around the country visiting a number of outlets belonging to Bishop’s Arms – a national pub chain recognised as having Sweden’s largest selection of single malts.

In addition, a limited edition 20-year-old single cask bottling was produced for the internationally renowned Operakallaren restaurant in Stockholm, which is a regular haunt of the rich and famous. The cask was specially selected by the distillery manager and Jean-Paul Benezeth of Operakallaren.

Brand manager Margaret Mary Timpson said: “The feedback from Swedish consumers was very positive and we had a huge amount of interest in the tasting sessions. Sweden is a key European market for malts and we have now gained an important foothold which will enable further expansion.”

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