GORDON & MACPHAIL

Muckle Media worked with Gordon & MacPhail on an exclusive basis across PR, including planning for a new distillery and visitor center, consumer PR, corporate and brand development. Building strong relationships with trade, lifestyle, broadcast, and luxury lifestyle media, Muckle Media recently worked with Gordon & MacPhail to relaunch its portfolio, alongside hero products including the ‘Private Collection’ and ‘Generations’.

Challenge

Muckle Media was tasked with the challenge of supporting multiple launches of different G&M whiskies and collections. In coordination with these new product lines, Muckle Media was also tasked with organizing launch events for G&M.

Strategy

Muckle Media worked with Gordon & MacPhail on an exclusive basis across PR, including planning for a new distillery and visitor center, consumer PR, corporate and brand development. Building strong relationships with trade, lifestyle, broadcast, and luxury lifestyle media, Muckle Media recently worked with Gordon & MacPhail to relaunch its portfolio, alongside hero products including the ‘Private Collection’ and ‘Generations’.

Results

Muckle generated global coverage around both launches, with reach appearing across print and online platforms from national, regional, trade, and consumer titles such as BBC Reporting Scotland, STV News, BBC News Online, The Scotsman, The Herald, Press & Journal, China Daily, Imbibe and Lusso Magazine. All 40 decanters of Glenlivet 1943 sold within 72 hours, generating sales of over £1 million. The launch of the Mortlach 75 generated extensive conversation on social media, with those in attendance of the launch live-tweeting throughout the event. More than a third of the Mortlach 75 sold before the event even finished, with the entire allocation sold well ahead of the target date.

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