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Auchentoshan enlists barbers and baristas for third Presents series
Scotch brand Auchentoshan has partnered with a barber, tailor and barista to develop its marketing series Auchentoshan Presents.
The craft experts involved in this year’s Auchentoshan Presents series
Now in its third year, Auchentoshan Presents. is a series of innovative parties that in the past has seen the Morrison Bowmore Distillers-owned brand partner with music acts such as Optimo and Jaques Renault.
This year the brand is collaborating with ‘contemporary experts’ in a variety of fields Auchentoshan feels personifies its character.
Kicking off this Friday (13 July) in Glasgow, Auchentoshan Presents will host a pop-up barbershop at the city’s Corinthian hotel alongside Murdock London, a contemporary men’s grooming specialist founded by Brendan Murdock. The event, which will also visit The Zetter Townhouse in London in August, will feature a talk on traditional grooming methods, a complimentary barber shave for early visitors and a number of Auchentoshan cocktails.
The series also sees Auchentoshan partner with Soulshakers for a ‘classically modern’ cocktail workshop in Leeds on 26 August; DJ Ivan Smagghe for a Q&A session in Manchester on 9 September; fashion retailer D.S.Dundee and coffee aficionados DunneFrankowski for a tailoring and coffee workshop in Brighton in October; and Green Onions Supper Club founder Claire Roberts for a pop-up dining experience in Edinburgh on 28 October.
Kirsteen Beeston, head of brands marketing at Morrison Bowmore Distillers, said: “We’re really excited to be taking Auchentoshan Presents into its third year with such a great team of advocates. The aim was to evolve the series by stepping up the sharing of intelligent ideas and conversation to create the perfect backdrop to introduce both new and traditional whisky drinkers to the world of Single Malts.”
Last year’s campaign saw Auchentoshan communicated to over 3,000 consumers and bartenders.
This year’s series will be supported by PR and social media, and accompanied by the launch of a Classically Modern guidebook to single malt whisky and Auchentoshan, as well as tips on grooming, cocktail recipes and a suggested playlist.