The East Kilbride based Glencairn Crystal, has announced the launch of a new campaign
which challenges whisky companies and distilleries to think twice about the
glassware they use to serve their whisky.
The new business-to-business campaign will pose the
question; you wouldn’t serve a gourmet meal on a paper plate so why would you
serve your whisky in poor quality glassware? and will feature the strapline
‘Don’t destroy your brand - your whisky deserves better.’
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| Glencairn Crystal launches new glassware campaign |
Launching this month, the campaign will run in print media across drinks trade publications and digitally across social media platforms, as well as via the Glencairn Glass website.
The digital campaign incorporates two short videos. The
first video highlights the importance of serving quality whisky in a glass that
is created and designed with guidance and expertise from some of the world’s
most esteemed master distillers, to help customers fully appreciate the nose,
colour and flavour of the whisky, as well as promoting and enhancing the brand.
The second video features the story and rationale behind the Glencairn Glass
design and curation over 20 years ago.
As part of the campaign, the Glencairn Glass website now
features a new ‘Don’t destroy your brand’ section inviting customers to input
their brand name or logo into the 3D visualiser enabling them to see how their
bespoke engraved Glencairn Glass will look before purchase. This is accessible via the digital
advertisements and also by scanning a code on the print advertisements.
Commenting on the news, Scott Davidson, New Product
Development Director, said: “Here at Glencairn Crystal we’ve worked with the
finest whisky names in the business over the last four decades. We understand
that, when it comes to making quality whisky, the process involves the best
ingredients distilled with skill, matured for many years and presented in
premium packaging. So it only makes sense to serve it in a glass that reflects
all that care and attention - which is exactly why we created the Glencairn
Glass over 20 years ago.”
He went onto say: “Our new Don’t destroy your brand’
campaign aims to highlight the importance of how you present your whisky and
act as a reminder to brands that every touch point of their whisky creation and
presentation is crucial to retain brand and product equity.”
Since its official launch by Glencairn Crystal in 2001, the
Glencairn Glass has become the world’s favourite whisky glass, with over 5
million glasses being sold each year across the globe. The glass was the
brainchild of Glencairn Crystal’s founder, Raymond Davidson.
Posted by Steve Rush