McClelland's Single Malt Introduces The ‘Journey Tin’…

The complete range of McClelland’s Single Malts are now available for the first time in one gifting ‘Journey Tin’. The Morrison Bowmore owned brand is made up of four key expressions, Speyside, Highland, Lowland and Islay. The Journey tin contains all four malts in miniature version complete with a regional and whisky tasting guide.

Launched to global customers in December 2008, the introduction of the Journey Tin will allow the consumer to sample all four of the core McClelland’s malts, experiencing the regional differences of Islay, Speyside, Lowlands and the Highlands in an aged single malt whisky.



New packaging and brand support was introduced by the McClelland’s range in 2008 and this, together with a targeted sales push, has resulted in an annual growth of over 13%, well ahead of current market trends and economic conditions.

The brand is currently No 4 in the US market, in terms of sales volume, a position it has held for the past five years. In the US it competes directly against Glenlivet, Glenfiddich and The Macallan. The brand is also distributed to global markets which include Taiwan, Holland, Austria, South Africa, Japan, Canada, France, Russia and the Netherlands.



McClelland’s has emerged as a strong brand property that plans to launch in the UK marketplace in 2009, selling solely off-trade through major national supermarkets.

Mari Ann Laidlaw, Brand Manager for McClelland’s, said: “The introduction of the Journey Tin is a great step for the brand. Now consumers can taste the regional differences which single malt possesses without initially investing in a 70cl bottle. McClelland’s really does let you taste your way round Scotland, and in today’s economic climate McClelland's is a cost effective way to enjoy your favourite dram without breaking the bank! ”

“We have lots planned for the brand in the way of support to coincide with the UK launch and hope to announce further details in the next few months.”



 
Nevis Design launches McClelland's website for Morison Bowmore Distillers

Nevis Design, the Edinburgh-based design consultancy has designed, built and re-launched the website for the Morrison Bowmore Distillers brand McClelland’s Single Malt Whisky. In addition, a range of brand support materials has also been developed to give strength to the point of purchase environments and for use by the MBD sales teams.

The site has been designed to support the re-launch of the McClelland's range of Single Malt Whiskies. The range captures the spirit of Scotland and the distinct whisky producing regions of the country: Highland, Lowland, Islay and Speyside, providing a quality, yet attractively priced single malt. This encourages a wider market to sample and compare malt whisky from different Scottish regions; a concept that has already been firmly accepted by the French, Japanese and American markets.

The re-launch has also seen the introduction of a ‘whisky character’. The site aims to bring the whisky adventures of the brand character ‘Mr McClelland’ to life, through his personal monthly blog and travel adventures. Other features include comments and questions, a regional taste and cocktail suggestions area, news and media coverage, ideas on how to plan a whisky tour for the browser, and even a few hints and tips on how to pour that perfect dram.

Nevis undertook the repackaging exercise for the range throughout 2007. This encompassed new surface graphics, tubes and brand support materials. According to Brand Manager, Mari Laidlaw, the design was created to “produce an on-shelf family effect with a strong presence, thus producing an immediate experience. The design had to be versatile and simple enough to succeed in mainland Europe, Canada and the Asia Pacific region and the USA – where the brand is currently No. 4 in the market.”