Diageo GB to relaunch Bell's Special Reserve

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

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

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

James Pennefather, whisky brand director for Diageo GB, said: “The newly designed Bell’s 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.”

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

 

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

Bell’s 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 Bell’s Special Reserve is £17.84.





Comment

David Williams

Making the most of the winery experience

Tourism is an increasingly important part of the wine business.

Click for more »

Events

Facebook

Twitter