Industry Insights with Edrington-Beam Suntory

As a commercials producer, I relish the opportunity to attend Marketing Society events as it gives me an insight into the planning, research and development stages of a campaign which, further down the line (normally via an agency), may turn up on my desk in the form of a script. 

Edrington-Beam Suntory hosted an Industry Insights event at their head office in Glasgow and on arrival guests were provided with a beautifully mixed cocktail - as you’d expect from a group holding a world class portfolio of premium spirits. Gareth Brown, EBS UK Marketing Director, opened the event by welcoming guests and introducing the group, its brands and history. 

This was followed by presentations from Marco Di Ciacca, Senior Brand Manager of The Macallan at EBSUK, Susan Walkinshaw, Brand Manager - Maker's Mark and Wendy Espie, Senior Brand Manager - Laphroaig. Each speaker’s marketing strategy focused around the key feature (or uniqueness) of their product. The Macallan is a premium, luxury brand; Makers Mark is all about Craft and Laphroaig is characterised by its unique taste. It was fascinating to hear about how these key attributes are communicated through their respective sales, marketing and distribution strategies in a transparent and honest way. 

It was also interesting to hear how they market The Macallan, the world’s most luxurious single malt, as an exclusive product aimed at a high-end market. Last year, for example, a 60 year old bottle set a new record at auction selling for over £1 million, and with 72 year olds priced at £45K you can’t dispute that it's aimed at wealthy customers (I’m led to believe James Bond’s a fan!) Marco went on to discuss the £160 million investment in its new Speyside distillery and visitor experience and collaborations with similar luxury brands. 

Susan Walkinshaw champions Maker's Mark bourbon which has found recent success in the growing cocktail market. Craft is everything. Susan explained that many brands make claims to being craft products but fail to make it clear what this really means. Maker's Mark is all about being a genuine handcrafted whisky. Barrels are to this day hand rolled, with bottle labels being cut and applied by hand. The iconic bottle is hand dipped with the red wax seal (one person alone can dip 130 bottles per minute). 

Finally, we heard from Wendy Espie from Laphroaig. She explained the importance of taste to the brand - the unique peaty, smoky aroma of the whisky that few ever forget. The Marmite of whiskies, this is one you either love or loathe. Interestingly, as a brand they took the brave approach of acknowledging this fact, having some fun with the marketing. They launched a campaign based on their 900,000 followers taste opinions, my favourite being: 

‘Essence of Grandad by the fire in his stinky pullover tapping out his pipe. Pure contentment’ 

These quotes were featured in poster campaigns and social media spots, creating interactive campaigns whereby followers could comment and submit their own taste experiences which were projected onto the distillery wall. They even turned some into Christmas carols! 

It was great to hear accomplished and forward-thinking brand leaders talk passionately about what they do. It reminds me that the most effective brand campaigns are, far from being dreamt up out of nowhere, built on a sound knowledge of the market and – like the products themselves – take time to mature and reach their full potency. 

By Linsey Romano, Head of Development, Loudmouth Films