EDRINGTON'S MALTS BUCK THE TREND

Published: 23 July, 2008

Edrington, the Scotch whisky group, has reported that its malts grew by around 9% in the last 12 months to the end of March. The Macallan moved ahead again, reports Barrie Jackson, group sales and marketing director. Its new 2.5 million advertising campaign, Lead a More Colorful Life', saw the brand maintain volume in the US, its main market, despite the 11 September terrorist attacks. Asia Pacific was another strong territory, while the company's new rare and collectable' series proved successful with aficionados, according to Jackson. The 1861 Replica almost sold out within months. A new-look bottle and packaging helped Highland Park 12-year-old malt register a double-digit advance, thanks to growth in the UK and Scandinavian duty free. The Famous Grouse Vintage Malt, the most successful new product ever launched by Edrington, doubled sales in the last year and now sells in 39 countries. The group's visitor centres received 3 million investment and attract 220,000 paying visitors annually.

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