Edrington plans to invest £20m in Cutty Sark brand

EDRINGTON has unveiled plans to invest £20 million in its Cutty Sark brand over the next five years in a bid to boost sales at home and abroad by about 40 per cent.

The distiller – which also produces The Macallan single malt, Famous Grouse blended Scotch and Brugal rum – said it wanted to break away from traditional whisky stereotypes and establish the blend as an “urban brand” targeted at younger consumers.

Global brand controller Jason Craig said the firm has teamed up with Loch Lomond Seaplanes to fly a liveried plane from Cameron House to Glasgow, representing Cutty Sark’s evolution “as an urban, relevant and pioneering whisky for a new generation of whisky drinkers”. Cutty Sark, which celebrated its 90th birthday this month, is among the ten biggest-selling Scotch brands in the world. Edrington recently said sales in the US had risen for the first time in 25 years during the first six months of its financial year following a change of distributor.