Keep Left PR signs Scotch Malt Whisky Society account

Keep Left has signed with the Scotch Malt Whisky Society to manage its public relations in Australia.

The announcement:

Melbourne, Australia: Wednesday 15 May 2013 – The Australian arm of the worldwide association, the Scotch Malt Whisky Society (SMWS), part of the Louis Vuitton Moet Hennessy group, has signed Keep Left as its public relations partner of choice.

The Society, an international member’s club that bottles the world’s widest selection of exceptional and rare single cask strength, single malt whiskies, is celebrating its 30th anniversary this year.

The Australian Society has engaged cross-media public relations agency Keep Left to help grow membership, and drive promotion of its exclusive whiskies.

Caroline Catterall, CEO of Keep Left, said: “This is a luxury product experiencing a revival in true Mad Men style. It’s a brand that’s easy to get excited about and our food & drink team is looking forward to getting started.”

The Society approached Keep Left to develop a robust press office and roll out strong media relations and publicity campaign after it noted changes taking place in its audience base within Australia.

“Scotch is no longer a product for an older and established generation. There’s a newer, younger and vibrant audience today with an emerging appreciation for the finer things in life,” said Chris Barnes, Director of the Australian SMWS.

“Keep Left impressed us with their understanding of our brand and how to reach this audience. We have asked them to help us promote membership of the Society and to increase people’s awareness of the complexity of whisky.”

Keep Left will be completing event-based media outreach and publicity for the Society and provide top tier media with exclusive access to the tastings. Membership will also be pitched to long lead lifestyle media as a great Father’s Day idea.

Keep Left will also approach influential individuals who best personify the Society to underpin an influential word of mouth campaign.

Source: Keep Left media release.


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