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....