Scottish Field are thrilled to announce a new trade relationship with Asian whisky brand ambassadors 15PL who will market our Cask & Still brand throughout Asia.
15PL bring their vast international experience of building brand awareness of whisky to countries including Malaysia, Singapore and Hong Kong, to Cask & Still, Scotland’s premier whisky magazine.
Cask & Still and 15PL plan to launch Cask & Still Asia events and digital content aimed specifically at the Asian market in 2020.
Brian Cameron, commercial director of Scottish Field, said: ‘I’m very excited to be part of this fantastic opportunity to grow the Cask & Still brand in a very important market and look forward to delivering exciting opportunities.
‘15PL will bring our brand to life in the Asian markets through social media and digital content with a unique local context as well as events and whisky tastings. It’s also an opportunity to bring the Asian market to Scotland. They’ll be delivering new opportunities for our brands in the global drinks market.’
Leigh McGrotty, creative director of 15PL, said: ‘This connection to Cask & Still and Scottish Field ticks all our boxes. We represent a whole bunch of Scottish clients who have ambitions to trade in Asia, and this collaboration helps us to help them reach a larger audience and increase readership. We’re really excited about the potential. We see ourselves as a new arm of the business that will benefit readers, advertisers and find new readers and a presence overseas.’
15PL currently have 400 students they are educating about whisky in Asia.
Leigh added: ‘Education is the first line of promotion. Educating people about whisky and widening their knowledge is an excellent entry to the market.
‘We launched The Whisky Ambassador Education Programme in Malaysia, Singapore and Hong Kong. The Whisky Ambassador is the world’s first accredited programme about whisky. In the last two years 15PL has also worked with Ardgowan Distillery, HRAFN Gin, Arbikie and many others to promote their brands and establish distribution contracts in Asia.’
15PL have worked with DFS, a luxury company duty-free chain, owned by LVMH. 15PL trained 200 of their staff in Asia and later expanded to work in San Francisco. They became DFS’s main tour partner and took their staff to Scotland to train them.
Leigh explained: ‘That’s the second part of our business – bringing whisky tourism to Scotland.
‘We recently returned from Whisky Live where we launched the Ardgowan Distillery in Hong Kong. We make use of our Asian network and provide an ecosystem of support, we implement initial research and strategy, finding roots to market and we help to promote brands in country and introduce them to distributors who can build their brand in Asian countries.’
15PL Ltd specialise in the promotion and support of the Scottish drinks sector with an Asia-specific directive. They provide a unique ecosystem of support in country and specialise in delivering route to market solutions for Scottish drinks companies with ambitions to trade in Asia. Their recently relaunched website is www.15pl.co.uk
Cask & Still is Scotland’s premier whisky magazine. Launched in spring 2015, the consumer magazine includes features about Scotland’s whisky industry as well as other popular spirits. Contributors include Blair Bowman, Brooke Magnanti (Belle de Jour), Charlie MacLean, Ian Buxton and Geraldine Coates. The editor is Richard Bath. The latest issue will be published this month.