Douglas Laing backs Rock Island launches with campaign

Jul 4, 2019by Melita Kiely

Independent Scotch whisky bottler Douglas Laing has unveiled two new Rock Island blended malts that will be supported by a global marketing campaign.

Rock Island 21 Years Old will be a limited edition whisky, with 4,200 bottles available globally for an RRP of £89 (US$112) per bottle. It has an abv of 46.8%. The second release, Rock Island 10 Years Old, will become part of the Remarkable Regional Malts range with an RRP of £45 (US$57). It has been bottled at 46% abv. Both whiskies will be backed by a multi-channel marketing campaign covering both print and digital media, called A Remarkable Encapsulation of Scotland’s Whisky Islands. A bespoke illustration has been created as part of the campaign to highlight the Rock Island brand’s tasting notes of barley, smoke and “crashing waves”. During late summer, Douglas Laing will host a series of Rock Island seafood-paired dinners in key markets around the world, while cocktail and food influencers will help boost the brand’s online presence. Cara Laing, third generation owner and director of whisky, said: “Created by marrying together single malts distilled on the whisky islands of Islay, Arran, Jura and Orkney, Rock Island and its special edition counterparts genuinely encapsulate the archetypal salty, smoky, peppery warmth that Island whiskies are famed for, and our new master visual, print and digital advertising alongside events across key markets globally are designed to bring those mouth-watering qualities to life.”