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Glencairn campaign promotes glassware

Crystal glassware manufacturer Glencairn has launched a campaign challenging whisky producers to consider the glassware they use.

The glass producer is challenging the whisky industry to put more value into glassware

The Scottish company has unveiled its marketing campaign, which asks ‘you wouldn’t serve a gourmet meal on a paper plate, so why would you serve your whisky in poor quality glassware?’, and features the tagline, ‘don’t destroy your brand – your whisky deserves better.’

Scott Davidson, new product development director at Glencairn, commented: “Here at Glencairn Crystal we’ve worked with the finest whisky names in the business over the last four decades.

“We understand that when it comes to making quality whisky, the process involves the best ingredients distilled with skill, matured for many years and presented in premium packaging.

“So it only makes sense to serve it in a glass that reflects all that care and attention – which is exactly why we created the Glencairn glass over 20 years ago.”

Two videos have been produced for the campaign too, with one highlighting the importance of serving quality whisky in a specially-designed glass, and another featuring the story and rationale behind the Glencairn glass design and curation, going back 20 years.

The first video is featured below.

Davidson continued: “Our new ‘Don’t destroy your brand’ campaign aims to highlight the importance of how you present your whisky and act as a reminder to brands that every touch point of their whisky creation and presentation is crucial to retain brand and product equity.”

The marketing push will be rolled out in print media across drinks trade publications, as well as across social media and the brand’s website.

As part of the campaign, the Glencairn Glass website now features a new ‘Don’t destroy your brand’ section, inviting customers to input their brand name or logo into a three-dimensional visualiser. This will allow users to see how their bespoke engraved Glencairn glass will look before purchase.

In February, the brand revealed it was extending its sponsorship of Bloody Scotland’s international crime writing awards until 2025.

Watch one of the campaign spots below.

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