Cutty Sark blended Scotch invests £20m in revamping brand

Scotch whisky group Edrington is investing £20m in reinvigorating the Cutty Sark blended Scotch brand over the next five years in a bid to attract younger consumers.

Edrington’s £20m investment is expected to grow Cutty Sark by 40% over the next five years

The investment will cover new packaging, an extension of the range, new marketing material and distribution plans taking effect over the next five years across existing and new markets.

It even involves a partnership with Loch Lomond Seaplanes, which coincides with the reintroduction of the brand in the UK.

Edrington believes the investment will increase sales of Cutty Sark by 40% during the period.

“2013 is going to be a truly momentous year for the Cutty Sark brand,” said Jason Craig, global brand controller for Cutty Sark. “The stunning bright yellow seaplane really reflects what we hope will be the journey for our whisky brand for the next five to 10 years; from its roots as a Scotch to taking flight as an urban, relevant and pioneering whisky for a new generation of whisky drinkers.”

The brand, which was originally created during Prohibition especially for export, is one of the largest Scotch whisky brands in the world.

Named after the Clipper now docked in London, Cutty Sark is announcing the investment as it celebrates its 90^th anniversary and adoption of the motto ‘The Spirit of Adventure’.