Glen’s Platinum sponsors UK music festivals

Glen’s Vodka has invested £1.5 million (US$1.9m) in promotional activities for its premium brand extension, Glen’s Platinum, including partnerships with major UK music festivals.

Glen’s Platinum vodka will headline Glen’s Party at the Palace and Y Not Festival in Derbyshire

The sponsorship efforts are part of a wider strategy to “bring to life” Glen’s Platinum, which launched in 2014.

The brand will be the headline sponsor for Glen’s Party at the Palace, as well as a major sponsor for Belladrum Tartan Heart Festival in Inverness and Y Not Festival in Derbyshire.

It will be supporting the events with a designated Glen’s Platinum Vodka Marquee at each festival, and a 28 sq ft Glen’s Platinum ball pit for attendees to enjoy.

As part of the activity, Glen’s Platinum vodka will also be giving people the chance to win branded sunglasses and waterproof ponchos.

“Our Glen’s Original vodka is currently the biggest selling spirit in Scotland and the second biggest selling spirit in the UK,” said Muriel Raguenaud, marketing director for Glen’s Platinum Vodka.

“We want to bring Glen’s Platinum to a similar market leading position and music festivals are one of the most effective ways for drinks brands to engage with audiences, especially those in our target demographic of 25 – 34 year olds.

“Our current campaign focuses on the fact that we don’t use celebrities to promote Glen’s Platinum as we’re confident that our vodka does the talking for itself. Partnering with festivals is part of this approach and getting more vodka drinkers to sample the brand.

“Our promotional activities will also add to the festival experience for the thousands of people who are heading out to enjoy themselves at the events we’re partnering with.”

In October 2015, former boy band star Brian McFadden was signed up as an ambassador for Glen’s Platinum Vodka.