DIRECT NEWS: Famous Grouse mailshots to build on Scottish success

Famous Grouse has launched its first direct marketing initiative to build on the whisky brand’s success in Scotland.

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.’



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