As a Scottish brand, Burns Night offers a great opportunity for The Glen Grant whisky. With this in mind, we leveraged it to drive earned media.

An experience to drive liquid on the lips of our target media, coupled with a concerted media outreach alongside.

We brought the brand to life experientially by partnering with Edinburgh-based whisky bar and restaurant, Usquabae, for a Burns Night Dinner. This consisted of a whisky flight showcasing The Glen Grant portfolio, a local four-piece band playing traditional Celtic songs and Haggis, Neeps to nibble on during the evening.

This ran alongside targeted gifting and pitching to storytell the brand and land product on page

We generated awareness in a highly competitive space, spotlighting the hero sku (the 15-Year-Old) with nine pieces of coverage (London Evening Standard Online, The Week, The Scotsman x2 and Independent Online x2) as well as listings for the on-trade activation in Edinburgh.

We secured six top tier attendees from Scottish Field, Edinburgh Evening News and more to attend our dinner at Usqabae. We allocated media time with brand ambassador, Chris Dennis, during the evening driving advocacy for the brand throughout the calendar year, beyond the evening.