Famous Grouse has launched its first direct marketing initiative to
build on the whisky brand’s success in Scotland.
A UK-wide mail-out will reach homes over the next two weeks and run for
three months. It is aimed at existing whisky drinkers and is intended to
give Highland Distillers a greater understanding of loyal Famous Grouse
customers.
Barraclough Hall Woolston Gray, the Abbott Mead Vickers subsidiary, was
appointed to the account last month.
Would-be customers will be sent a letter pointing out that Famous Grouse
is the most popular whisky in Scotland and inviting them to find out why
by using the enclosed pounds 1 discount voucher.
Simon Hall, the chief executive of Barraclough Hall, said: ’With 7 per
cent of the population responsible for more than 80 per cent of all
whisky consumption, direct marketing is perfectly placed to target
drinkers.’
