New campaign celebrates the isolation of Bunnahabhain
Islay Scotch whisky distillery Bunnahabhain has launched its latest marketing drive, which celebrates the rugged isolation of the distillery.
The Distell-owned distillery has launched its Sound of Islay campaign, which aims to bring consumers closer to the sound of Bunnahabhain’s location, production and pronunciation in a playful manner.
Derek Scott, brand director for malt whisky at Distell, said: “The Sound of Islay campaign aims to take people on a journey to discover the unique pace of life at Bunnahabhain, showcasing all of the aspects that make our whisky so special – from the challenging trip to get there, the summer rain that will one day will become our precious spirit, to a warm welcome in the most remote corner of Islay.”
A play on both the distillery’s location on the narrow strait of sea between Islay and Jura, as well as the brand’s Gaelic naming convention, the campaign uses phonetic spellings to portray ‘The Sound of Islay’.
Scott added: “The new positioning highlights the brand’s personality with humour in embracing the fact that many people find our whisky names difficult to pronounce. We hope this will aid us in driving a closer connection between our whisky, which is enjoyed worldwide, and our locational heritage through our Gaelic roots.”
Last year, brand owner Distell unveiled plans for an £11 million renovation of the Islay distillery, which will include an updated visitor experience.