Laphroaig – Friend get Friend

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline year on year.
  

Laphroaig – Friend get Friend

Agency name: Publicis Dialog Client name: Beam Category: Direct Marketing Country: UK

BACKGROUND

Trading Conditions

  • In the UK Laphroaig enjoyed increased consumption but from fewer aging consumers.

  • The total malt whisky market is c. 600k 9L cases in volume and worth over £178m however it is in decline −9.7% by volume, −8.1% by value year-on-year (source: AC Nielsen Dec 2006).

  • Laphroaig has around 59% distribution on the 10 year old 70cl in the Off trade. Sales/share position:

  • Total brand is in growth +22% by volume, +19% by value year-on-year....

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