The Edrington Group-owned Cutty Sark whisky has halted its declining sales to see the brand launch into over 30 new global markets over three years since it was bought from Berry Bros & Rudd in April 2010.The announcement comes on the back of its recent Adventurer brand immersion campaign, which has seen over 200 brand managers, bartenders and key business customers from across the globe given brand training sessions that has taken them on a 700-mile whistlestop tour of Edinburgh (to view the Scotch whisky experience), Glasgow to its head offices, Ayreshire (home of Tam o'Shanter) and finishing in London for a cocktail masterclass and to show delegates the city's vibrant cocktail scene and drinks industry.
Cutty Sark global brand controller Jason Craig told Harpers the blended Scotch whisky brand was in just eight markets when purchased three years ago and was seeing a 40% decline in sales. While Spain, Greece, Portugal and the US are currently its largest markets, Maxxium began distribution after a 10-year absence in the UK and even though sales are still small at under 10,000 cases per year, sales are growing "rapidly" in the premium on and off-trade, he said.
Craig added: "Since taking ownership of Cutty Sark blended Scotch whisky, we have worked to rejuvenate all aspects of the brand and its marketing. New positioning, packaging, range and advertising have all been developed.
"In a little over 36 months, we have started distributing Cutty Sark in 32 new markets and have seen interest in the brand increase dramatically. The decline in sales has been reversed and we are now starting to see growth in both our core and emerging markets.
"This has led us to focus heavily on brand training of our distributors, key on-trade accounts and marketing teams. We are looking forward to all of this training bearing fruit in the months and years ahead."
