27 March 2013 – Source: The Drinks Business
Scotch whisky producer Edrington has announced to invest the sum of £20 million to strengthen their Cutty Sark brand of blended whisky on a global basis.
Plans include a total revamp of the product range, Re-introduction of Cutty Sark in the UK and a ““charge back to the US”. For their UK activities Cutty Sark has partnered with Loch Lomond Seaplanes.
The brand has adopted “The Spirit of Adventure” as new slogan. As a part of theit effort, Cutty Sark has announced a “truly groundbreaking PR event in London in the autumn”.
The company is aiming for a 40% increase in global sales worldwide within five years.