June 2019: Single Malt Whisky brand, Laphroaig has partnered with cinema network, Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema through the lens of Laphroaig’s iconic and award-winning ‘Opinions Welcome’ positioning.
Launching in June, this articulation of ‘Opinions Welcome’ is part of a long term strategy for the brand that will introduce the UK’s favourite peaty whisky to a host of new consumers and forms part of the biggest investment put behind the brand. With Laphroaig dividing opinions since 1815, the campaign is the latest to invite people to discuss and share their opinions of the whisky and its unique flavour.
#OpinionsWelcome content will form a key part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings. Alongside this, Laphroaig will be sampled with the thousands of passionate cinema-goers who visit the 25 Picturehouse venues across the UK, allowing them to enjoy a peaty dram in the cinema environment.
Visitors will be encouraged to leave their own opinion of this award winning and much-loved whisky, to feed into the ever-growing bank of unusual and poetic opinions of Laphroaig. Previous opinions include “the perfect gift for someone you love or hate… or haven’t made your mind up about” and “smells like medicine. Tastes like soil. My whisky of choice”.
Alongside sampling, a number of on-screen branded advertisements in 60 and 30 second formats will run across Picturehouse, Everyman and Curzon sites prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions – whether positive or negative.
With Laphroaig listed across all Picturehouse venues, bar staff will receive expert training in all things Laphroaig, enabling them to create the perfect cocktail for consumers including smoky twists on classics with a Popcorn Old Fashioned and Laphroaig and ginger. Training will also enable bar staff to educate guests on this famously unique liquid.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
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There will also be brand inclusion within Picturehouse newsletters and the printed magazine. Additionally, digital panel support and members content will showcase the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
At Malt Marketing we pride ourselves in helping both aspiring and established whisky businesses market and promote themselves on our bespoke online whisky marketing platform Malt Marketing.com
Since launching in 2012, Malt Marketing has supported a large number of whisky shops, online retailers, whisky bars and events across the modern whisky drinking world. Through online banner advertisements, a bespoke whisky business directory and through regular online features and infomercials, Malt Marketing has helped build brand awareness and consumer engagement for a large number of clients
Malt Marketing continues to work alongside and support many of the most iconic premium scotch whisky brands available today including The Macallan, Highland Park and Laphroaig malt whiskies as well as Japanese whiskies Yamazaki, Hakushu and Hibiki. While providing an interactive and up to date platform from which to showcase premium brands, Malt Marketing also actively engage with brand content through social media further building brand presence and consumer awareness among wider social media networks.
With an in depth knowledge of the retail and secondary whisky market, Malt Marketing is well positioned to help you acquire rare and collectible whisky. Whether you’re a private collector or investor or merely taking your first steps into the world of whisky buying and selling, Malt Marketing can offer support along every step of the journey.
Whether selling a single bottle or all or part of an existing collection, Malt Marketing can offer support through the entire whisky auction process. From arranging collection through to the listing and end payment stage, Malt Marketing work with established whisky auctioneers who ensure a reliable, transparent and seamless sales process.
As well as promoting whiskey shops, bars and brands, Malt Marketing also works alongside whisky tour operators offering among the finest whisky sampling and tasting experiences at many of Scotland’s finest whisky distilleries. Offering tailored chauffeuring services including hotel and airport pickups, Malt Marketing’s tour partners also offer the very best in luxury travel and distillery experiences across Scotland.
For further details on how Malt Marketing can offer your business support with online marketing and promotion, contact: firstname.lastname@example.org
As you would expect visiting the home of single malt Scotch Whisky, Scotland has among the finest whisky bars anywhere in the world today and it is one of these famous bars that we have featured in Malt Marketing’s whisky bar directory. Curly Coo Bar in Stirling boasts one of the largest and most carefully selected ranges of whisky seen in any bar in Scotland, or anywhere for that matter.
Now with over 130 individual bottling’s The Curly Coo has established itself right up there among any award winning whisky bar. Indeed The Curly Coo Bar received a 5 star rating from Trip Advisor for 2012 and 2013, won the Drammie Award in 2013 being voted The Best Whisky Bar in The World as well as featuring in Lonely Planet Travel Guide in 2013. On top of this, The Curly Coo Bar was voted best whisky bar in Scotland in 2015 in the Scottish Field Whisky Challenge.
Proprietor Mandy Silver prides herself in having sampled each and every one of her whiskies and it is this passion and attention to detail that is ever apparent when enjoying a drink in The Curly Coo Bar in Stirling. With a warm, friendly and engaging atmosphere you can’t help but settle in and enjoy not just the vast array of whisky that is on offer but also a selection of locally brewed craft beers and of course a rather fine selection of gins as well. Where would the world be without gin? Buying more whisky I suspect… So when next expanding your whisky surroundings, taking in a distillery visit or catching up on your historic sites in Scotland, be sure not to miss out on this little hidden gem of a bar.
With premium listings available, why not register your whisky shop or whisky bar and benefit from having a business summary up to 500 words, up to 7 photographs and or video content showcasing your business along with all your business contact details.
All new listings also benefit from a temporary home page article on Malt Marketing and feature in Malt Marketing’s Twitter and Facebook updates.
For further information, contact: email@example.com
With summer very much underway, the exceptional array of hotels, experiences and of course whisky distilleries Scotland has to offer is truly remarkable. As tourism and of course whisky play such a pivotal role in Scotland’s economy, it is easy to see why expectations and standards are naturally high and quality remains at the heart of what those in these industries strive to deliver. Bearing this in mind, there’s one hotel which most certainly delivers on both fronts. The Sligachan Hotel on the Isle of Skye is a truly exceptional example of Scotland’s hospitality at its very best.
The dramatic and inspiring setting enjoyed by The Sligachan Hotel has been admired by many for generations. Nestled amongst the Red and Black Cuillins, with the sparkling waters of Loch Sligachan to it’s front, the hotel has served mountaineers, walkers and lovers of the wild Highland scenery since 1830. Not only a great spot for climbers, the Hotel is located at an important crossroads in the centre of the Island, offering a great opportunity to maximise sightseeing on Skye.
Relax in front of the open fire and enjoy a rare malt in Mackenzies Bar, or sit back in Collie’s Lounge and admire the unparalleled views of the surrounding scenery from the curved picture window. Meals prepared using the finest locally sourced produce can be enjoyed in the Harta Restaurant or an informal meal can be had in the adjoining Seumas’ Bar. Should the hotel’s history be of interest, there is a small climbing museum with guest information dating back to the 1800’s.
The Hotel was constructed in it’s current location in 1830. It quickly became a mecca for gentleman climbers who recognised the unique and challenging qualities of the Cuillin. Purchased by the Campbell family in 1913, the hotel has been passed down through the decades and is now being run by the 4th generation. To maintain the historic charm of the building whilst providing real Highland hospitality is a strong objective for the Sligachan Hotel team who hope to provide you with a memorable stay in a truly memorable location.
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