Scotland in a glass: Sir Edward’s
For the past four years, Sir Edward’s blended Scotch whisky has retained its leading position in France while inviting enthusiasts worldwide to raise a glass for every occasion.
Crafted in the heart of Scotland since 1891, La Martiniquaise-Bardinet-owned Sir Edward’s is rooted in the tradition of blended Scotch whisky-making, passed down through the generations. The brand blends carefully selected malt and grain whiskies, each chosen by master craftsmen, to create a smooth, balanced, and approachable flavour profile that enhances its broad consumer appeal.
All of Sir Edward’s whiskies – Finest, Smoky, Beer Reserve, and 12-year-old – are produced at the Starlaw Distillery in Bathgate, in Scotland’s Lowland region. The First Blending Company site is a rare fully integrated distillery that produces grain whisky and has facilities for maturation, blending, and bottling. As the only fully integrated site in the country, La Martiniquaise-Bardinet has complete control over its blends.
A 2026 Scotch whisky Brand Champion, Sir Edward’s is designed to appeal to a wide range of drinkers, from beginners to connoisseurs, with its notes of caramel, vanilla, and wood. The ‘We Are Master Blenders’ campaign emphasises Sir Edward’s commitment to blending craftsmanship, excellent quality, and accessibility, making it the perfect choice for everyday occasions and special celebrations.
With a strong presence in international markets, Sir Edward’s embraces shared moments as a dynamic brand, delivering an authentic, approachable, and reliable Scotch whisky experience. The brand brings this positioning to life in digital campaigns, cinema advertising, and in-store activations. This multifaceted approach ensures strong visibility and fosters a direct connection with consumers at every level, from Europe to Latin America and Africa.
In France, Sir Edward’s is the third best-selling whisky brand, selling 20,000 bottles a day. The blended whisky’s flagship expression, Finest, has gathered a strong following in the market, thanks to resilient in-store presence and media campaigns, as well as this year’s new 500ml format. Additionally, the brand continues to expand into border markets in France, such as Belgium.
Worldwide presence
Last year in Latvia, Sir Edward’s had a strong showing at the Summer Sound Festival in Liepāja, one of the country’s largest music events, which attracted nearly 40,000 attendees. Sir Edward’s themed beach bar provided an immersive whisky experience featuring cocktails, brand activations, and giveaways for consumers.
In Latin America, Sir Edward’s visibility was enhanced last year by a bus advertising campaign in Uruguay. In Africa, the brand bolstered its presence through large-scale billboard campaigns in the Democratic Republic of Congo and in-store activations that directly engage shoppers.
Committed to catering to consumers’ interests during whisky occasions, the brand will continue its activation strategy. This year this includes a series of activities aligned with its fans’ passions, including globally celebrated sporting events.
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