Kavalan takes over Times Square billboards

Taiwan whisky producer Kavalan Distillery is currently promoting its single malt expressions from 11 Times Square billboard screens ahead of a concerted push into the US market.

Taiwan-based whisky producer Kavalan has taken over 11 TImes Square billboards

The Kavalan advertisements are being projected onto the Thomson Reuters Building at No. 3 Times Square for the next five months.

“This is about telling people Kavalan Whisky is available in the US,” said Kavalan founder, YT Lee. “We’re here and we’re in business.”

Lee added that he hopes the market will become key for the brand.

To coincide with the Times Square campaign, retailers in the city will host a series of tastings and promotions over the next five months in partnership with US importer, Anchor Distilling.

The King Car Group-owned brand has already made in-roads in Europe, securing a listing in upmarket UK supermarket Waitrose in 2014.