Scottish company Glencairn Crystal is challenging whisky companies and distilleries to think twice about the glassware they use to serve their whisky in and the vital role it plays in enhancing consumers’ experience of their brands with a new campaign featuring the Glencairn Glass.
The new business-to-business campaign will pose the question; you wouldn’t serve a gourmet meal on a paper plate so why would you serve your whisky in poor quality glassware? and will feature the strapline ‘Don’t destroy your brand – your whisky deserves better.’
Launching this month, the campaign will run in print media across drinks trade publications and digitally across social media platforms, as well as via the Glencairn Glass website, whiskyglass.com.
The digital campaign incorporates two short videos. The first video highlights the importance of serving quality whisky in a glass that is created and designed with guidance and expertise from some of the world’s most esteemed master distillers, to help customers fully appreciate the nose, colour and flavour of the whisky, as well as promoting and enhancing the brand. The second video features the story and rationale behind the Glencairn Glass design and curation over 20 years ago.
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 the 3D visualiser enabling them to see how their bespoke engraved Glencairn Glass will look before purchase. This is accessible via the digital advertisements and also by scanning a code on the print advertisements.
Since its official launch by Glencairn Crystal in 2001, the Glencairn Glass has become the world’s favourite whisky glass. The glass was the brainchild of Glencairn Crystal’s founder, Raymond Davidson. His vision was to create a glass that the whisky industry could call its own – that would encourage the user to fully appreciate the nose and palate of a whisky. Over the last 20 years the Glencairn Glass has proved to be the world’s favourite whisky glass with over 5 million glasses being sold each year across the globe.
Scott Davidson, New Product Development Director, 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.”
He 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.”