Diageo GB to relaunch Bell's Special Reserve

12 January, 2009
Diageo GB is repackaging Bellís Special Reserve blended malt Scotch whisky to reposition the brand as an up-sell from Bellís Original.

Diageo GB is repackaging Bellís Special Reserve blended malt Scotch whisky to reposition the brand as an up-sell from Bellís Original.

The new design will be launched in February and the bottle features brand icon Arthur Bell on the label, bringing Bellís Special Reserve in-line with Bellís Original - the latter having been introduced in September 2007.

James Pennefather, whisky brand director for Diageo GB, said: ďThe newly designed Bellís Special Reserve is a great option for regular customers who are looking for something a little more special and it provides an accessible way to trade up to a more premium blend with a brand they can trust. For retailers and licensees, the more premium price tag that applies to a more premium brand should also mean additional profit.Ē

The new-look Bellís Special Reserve will be supported through neck collars on Bellís Original featuring a 5cl bottle of Bellís Special Reserve to drive trial. The collars will also include a £1 voucher towards a bottle of Bellís Special Reserve and an information leaflet to educate consumers about Bellís Special Reserve. †On key seasonal occasions, such as Fatherís Day and Christmas, Bellís Special Reserve will also be available in a gift carton. †

Diageo plans to invest £2million in the brand during the first half of 2009.

Bellís Special Reserve is a blend of malt whiskies, centred around the signature Bell's malts of Blair Athol, Inchgower, Dufftown, Glenkinchie, Caol Ila. †

RRP of Bellís Special Reserve is £17.84.





Comment

Christian Davis

Drinking Danishly

So, Danish brewer is spending £15m on revitalising its flagship Carlsberg Export brand (see news story) and at the core of activity is emphasising the companyís Danish origins.

Click for more »

Events

Facebook

Twitter