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Poised for a relaunch at the 2011 TFWA World Exhibition: Cutty Sark |
UK. The Edrington Group will use the 2011 TFWA World Exhibition next month as the platform to unveil the first stage of a relaunch of Cutty Sark Blended Scotch Whisky.
Following its acquisition of Cutty Sark in April 2010, The Edrington Group will be investing more than £100 million over five years to bring the brand up-to-date.
The investment will include: a new deluxe range, including aged blends; a full packaging update; and an expanded distribution plan that sees the brand enter new markets including global travel retail, South Africa, Russia, Turkey and Brazil, as well as returning to several other markets, such as the UK.
One of the primary objectives of the investment was to create a more contemporary signature yellow label with a revised clipper icon on a new shaped glass bottle.
The fresh design, exclusive to global travel retail, will be unveiled at TFWA World Exhibition next month (Maxxium Travel Retail stand number: Green Village M53).
Cutty Sark Global Brand Controller Jason R. Craig commented: “Cutty Sark is a well-established brand in a number of global markets and we recognise it has huge potential to thrive in global travel retail. Our significant investment will allow Cutty Sark to be relaunched as a dynamic contemporary spirit with a strong brand heritage.”
With annual global sales of over 14 million bottles, Cutty Sark is one of the top ten best-selling blended Scotch whisky brands in the world. As well as being one of the leading Scotch whisky brands in the US, Cutty Sark enjoys a strong market share in domestic markets in Spain, Portugal and Greece and has a loyal following in some travel retail outlets including Greece, Dubai, Puerto Rico, Uruguay and Argentina.
About Cutty Sark Blended Scotch Whisky
Cutty Sark Blended Scotch Whisky was launched in 1923 for the sociable cocktail set. In 2010 Cutty Sark was acquired by Edrington Distillers Ltd.
Cutty was bootlegged in the USA during Prohibition by Captain Bill McCoy, a smuggler whose contraband was uncut and unadulterated. When Prohibition ended in 1933, the blend’s impeccable reputation led to it becoming the best-selling Scotch whisky in the US, selling more than 1 million cases per year.
Originally conceived as an export brand, Cutty Sark is available in over 40 markets; it is particularly successful in the US and Southern Europe, especially Spain, Portugal and Greece.
Master Blender Kirsteen Campbell selects Scotland’s finest single malts – including The Macallan and Highland Park – to create the product. Cutty Sark is matured in American oak casks, resulting in vanilla and citrus fruit flavours.
