Scotch Whisky USA

Working with the Scotch Whisky Association and seven single malt whisky brands (The Macallan, Glenmorangie, Glenfiddich, Glenlivet, Bowmore, Lagavulin and Ardbeg), Stewart Miller was appointed to project manage two campaigns in the USA. Research at the time in the USA, one of Scotch whisky’s priority markets, identified the fact that whilst consumers requested malts frequently, many front-line staff did not have the knowledge and therefore confidence to recommend specific brands. Commencing in New York, we instigated an education campaign aimed at bartenders and waiters in upscale bars, clubs and restaurants. This was supported by a public relations campaign managed by an in-market agency. Buoyed by the success of the New York campaign, Boston was identified as the second city to receive this support. Each campaign led to positive spikes in on-trade sales. The US remains the biggest value market for Scotch whisky, with sales of $1.3 billion in 2018.