Hogshead Revisited: How Advertising Helped Accentuate the Development of Aberlour Malt Whisky

Describes the 1989 press campaign for Aberlour, a small malt whisky never advertised before in the UK.
Agency: BMP DDB NeedhamAuthor: Ian Forth

Hogsheads Revisited: How Advertising Helped Accentuate the Development of Aberlour Malt Whisky

INTRODUCTION

It is normally very difficult to assess the effectiveness of advertising for malt whisky until it has been running for some years.

The typical malt drinker only buys three bottles a year, is middle aged, rather conservative and not easily influenced. Retailers would normally take time to be convinced to accept a newcomer from among dozens of malts seeking distribution.

Consequently traditional advertising campaigns for malt whisky have concentrated on small spaces in specialised publications. These...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands