Aberlour set for global push

17 February, 2014

Chivas Brothers is to launch a marketing campaign, logo and website for its Aberlour single malt Scotch whisky.

The campaign is said to highlight “the artisanship behind the whiskies and the personality of the Aberlour brand.”

Nikki Burgess, international brand director for Aberlour at Chivas Brothers, said: “Aberlour has enjoyed great success to date in a number of key malt markets and especially in France where it retains its position as the No. 1 single malt in the market. So with the global appetite for crafted single malt whiskies showing no sign of abating, we feel it’s the right time to bring Aberlour to a wider audience. We believe the new campaign really brings the charm of the distillery and the skills of our Master Distiller to life and we are confident that it will resonate with discerning malt drinkers around the world who are looking for enriching, authentic and unique whisky experiences.”

The new brand logo has been created to “reinforce Aberlour’s core values of skilled craftsmanship and prestige”.

A new advertising campaign features the tagline Made From Experience.

The PR campaign features a series of super-macro images commissioned from nature photographer David Maitland. The images show microscopic views of rock, water and wood.

Lastly, the new website (www.aberlour.com) tells the brand story and highlights Aberlour’s visitor tours.


Dominic Roskrow

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