Ultra-Premium single malt whisky, The Dalmore, has appointed The Lucre Group to support its UK PR strategy. The latest account win will sit as part of the agency’s strengthening Food & Drink division, joining the likes of PizzaExpress, Distill Ventures, Stonegate Pub Company and KETTLE® Chips.
Established in 1839, The Dalmore Distillery has become renowned for producing exceptional Single Malt whisky, and is now synonymous with heritage and finesse, and with its iconic bottle shape adorned with the Royal 12-pointed stag, has become known globally as a leader in the luxury single malt market.
From promoting the brand’s Principal Collection during the key gifting periods, to handling the UK PR for two of The Dalmore’s major global launches later in 2021, The Lucre Group will be supporting the brand in its mission to open up the exceptional world of whisky to new audiences.
Ruairi Perry, Marketing Controller for UK Brands, Whyte & Mackay, said: “The Dalmore is a truly exceptional brand, with a rich heritage, enjoying phenomenal demand. In the second half of 2021 we have some of the most exciting launches we’ve planned in years, so it was vital that we brought the right agency onboard. Lucre’s creative team truly understood our challenges and their approach to luxury consumers and influencers was incredibly refreshing. We’re excited to begin our work alongside the team. “
Rhona Templer, Managing Director at The Lucre Group, added: “The Dalmore has already established a prestigious name for itself within the whisky industry, and we’re honoured to be working alongside an inspiring and talented team to reach new audiences and help to write the next chapter.”