Sir Edward’s updates design after 7.4% sales growth
Blended Scotch whisky Sir Edward’s has reported year-on-year growth for the past three years, including a high single-digit increase in 2024.
Sir Edward’s, owned by La Martiniquaise-Bardinet, experienced a 7.4% uptick in sales in 2024, according to Impact Databank.
“We are hugely encouraged by these growth figures, which show our brand’s increasing appeal among our target consumers – even in a challenging market environment,” said Marion Divaret, senior marketing manager, Sir Edward’s.
“We have ambitious plans to introduce even more drinkers around the world to our traditional whisky’s smooth and balanced taste in 2025 and beyond.”
La Martiniquaise-Bardinet, whose portfolio also includes Cutty Sark Scotch Whisky, Saint James rum, and Generous Gin, also highlighted market-specific campaigns that have bolstered Sir Edward’s.
In Latin America, the whisky benefitted from a bus advertising campaign in Uruguay. Meanwhile, in Africa, the brand introduced a billboard campaign in the Demographic Republic of Congo, as well as in-store activations to connect directly with consumers.
Plus, this summer, Sir Edward’s also headed to the Summer Sound Festival in Liepāja, Latvia, one of the country’s biggest music events, which attracted more than 40,000 festival-goers. The Sir Edward’s beach bar delivered a whisky experience for visitors, with cocktails, brand animations and giveaways.
New bottle design for Sir Edward’s
The brand’s history dates back to 1891. However, to mark the next chapter in Sir Edward’s story, the whisky has been given a packaging update.
The new design features a more contemporary bottle, with a slightly conical shape and bolder shoulders.
Each element has been carefully created to enhance the brand’s appeal on shelf.
The bottle has also been engraved with a logo to better remind consumers of Sir Edward’s authenticity, and add a more modern, premium look.
La Martiniquaise-Bardinet hopes the ‘We Are Master Blender’s’ campaign will support the bottle design’s launch, and further celebrate the brand’s ‘craftsmanship and accessibility’. It is hoped the Scotch will be better positioned as a whisky for ‘everyday moments’ and ‘special occasions’.
Sir Edward’s was named Scotch Whisky Brand Champion in The Brand Champions 2024 annual report, which analyses the world’s million-case-selling spirits brands.
In other news relating to La Martiniquaise-Bardinet, earlier this year the company acquired a majority stake in English gin producer Warner’s for an undisclosed sum.
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