Isle of Mull Whisky increase activity into the New Year
Young Scottish company driving on-trade sales forward for 2012
Scottish company, Isle of Mull Whisky, launched in late 2010 by two friends, Neil Morrison and Calum Maclean, is making a concentrated effort to drive forward activity in their target export and on-trade sectors after a strong first year.
The Isle of Mull has a history of producing fine whiskies, with the distillery in Tobermory producing a range of malts, including Tobermory 10 year old, Tobermory 15 year old and Ledaig, but no blended whisky exists.
After considerable local support, Calum and Neil found a strong base of businesses to start working with, before specialists Gordon and MacPhail became involved. Isle of Mull Whisky is now distilled and bottled at Gordon and MacPhail in Elgin.
Primarily operating online for the past year they are now responding to an increase in demand. As Isle of Mull moves into 2012, the brand will target licensed premises and team up with retailers across the UK. They have also enlisted the support of Aura PR, a Scottish PR consultancy with considerable food and drink experience, with the aim of raising awareness of the brand and supporting the sales strategy.
The sales and marketing strategy will look to increase activity online as well as develop partnership opportunities with retail and lifestyle brands that have a similar focus.
Now on course to really live up to their strapline, ‘two local boys taking the whisky world by storm’, the brand is a quality blend selling at a sensible price. As the only blended whisky with the Isle of Mull label, it is unique to the market and is set to feature high on offerings at licensed premises across the country in the New Year.
Neil Morrison, co-director of Isle of Mull Whisky commented:
“We have had a solid year this year, gradually increasing online sales and we now aim to increase our activity to create awareness of the brand and in turn creating more of a demand for the product.
“In the world of whisky production, Scotland is a hugely important place to showcase a brand, not least from the tourism point of view. In getting further influential brands behind our premium quality product, 2012 is set to be a good year.”
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