Scottish Leader - There's only one Scottish Leader

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars.
Agency: familyAuthors: Ralph Ainsworth, Ian Wright and Simon Kitchman

Scottish leader

There's only one Scottish Leader

OVERVIEW

This paper tells the story of a small brand with big ambitions.

It's March 2001. Scottish Leader is a blended Scotch whisky that competes with major brands such as Famous Grouse and Bell's. Distilled by Burn Stewart Distillers PLC, one of Scotland's last remaining independent distilleries of any size, it commands few of the marketing resources of the big boys.

To make life harder, the market for Scotch in the UK is suffering from the laws of supply and demand....

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