Agency: BMP DDB Needham | Author: 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...