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Edrington To Invest £20 Million In Cutty Sark Brand

March 27, 2013 12:02 pm · 0 comments

by Oliver

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.

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