This month Douglas Laing, Icons of Whisky’s Innovator of the Year, is launching an exciting marketing platform Douglas Laing’s Delicious Desserts to support the growth of its multi-award winning core expression, Old Particular.
The new integrated campaign will see a series of innovative activities rolled out globally and will span advertising, digital, PR and on- and off-trade marketing activity.
Douglas Laing is recognised for the extensive array of Single Grain casks, ranging from 12 to over 50 years old, held within its warehouses.The new campaign will support the trade in offering this sumptuously sweet style of Scotch Whisky to consumers as well as expanding distribution. Single Grain is enjoying increased awareness and popularity amongst Whisky enthusiasts globally, and the Douglas Laing team passionately believes inthe universal appeal of its typically crème brûléeand sweet vanilla’d character.
From creative recipes to food pairing suggestions to information about events and competitions, Douglas Laing’s website, Facebook, YouTube, Twitter and Instagram will be used to bring the dessert theme to life over the coming months.
To support the on-trade, Douglas Laing will be promoting a number of Old Particular Single Grain dessert pairings to premium accounts across the globe, where consumers can experience the sweeter side of Scotch alongside delicious, specially created desserts – ultimately creating a truly memorable and theatrical serve experience.
Unique sensory sampling activities and a roll-out of Old Particular Grain toolkits within selected off-trade accounts will also take place. The activity will allow consumers to explore Old Particular Single Grain’s depth of taste paired with a sweet indulgence.
Jenny Rogerson, Marketing Manager at Douglas Laing, comments:
“We are excited to be really showcasing our Old Particular Single Grain casks and giving them the attention they deserve. The spirit is truly excellent and a firm favourite with trade and consumers alike. This campaign allows us to bring to life the Grain and dessert pairing in an innovative, fun and memorable way – combining two of life’s greatest indulgences – desserts and Whisky!”