Thursday, June 09, 2016


Leading independent Scotch whisky specialist, Douglas Laing & Co, has today announced the launch of a new marketing campaign to support the growth of its multi-award winning single cask single grain whiskies in its Old Particular range.

The “Douglas Laing’s Delicious Desserts” campaign will see a series of innovative activities rolled out globally and will span advertising, digital, PR and on and off trade marketing activity. There will also be an expansion in the distribution of their Old Particular single cask single grain whiskies.

Old Particular - Single Cask, Single Grain Whiskies

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.

The campaign has been launched to not only promote Douglas Laing’s extensive array of single grain whiskies, ranging from 12 to over 50 years old, but to also cater to the increased growth and awareness of single grain whiskies amongst whisky enthusiasts globally.

Commenting on the campaign launch, Jenny Rogerson, Marketing Manager at Douglas Laing, said: "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!"

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.

Posted by Steve Rush