Scallywag unveils three new whiskies and campaign

May 1, 2019by Melita Kiely

Douglas Laing has launched three new products as part of its Scallywag Scotch whisky range, while simultaneously unveiling a new marketing push for the brand.

The three new expressions comprise: an "ongoing" 10-year-old single malt aimed at the high-end specialist audience; a limited edition 12-year-old, bottled at cask strength; and a limited edition, small batch gift pack that comes with branded Scallywag socks, designed to “drive rate of sale”. The 10-year-old whisky has been matured in Sherry casks and bottled at 46% abv. It is said to have notes of plum, dark chocolate and orange. Meanwhile the 12-year-old – also aged in Sherry casks – has been bottled at its natural cask strength of 53.6% abv. The whisky is said to have flavours of dark fruit, treacle and spice. The gift pack comes with a small batch bottling of Scallywag whisky that has been matured in Sherry butts and Bourbon hogsheads to give flavours of dark chocolate, stewed fruits, sweet spices and orange zest. Furthermore, Douglas Laing is increasing visibility of its Scallywag brand, part of the company’s Remarkable Regional Malt series, with the launch of a new marketing campaign. The campaign features a key visual with a bottle of Scallywag surrounded by summer berries to emphasise its Sherry cask maturation. The brand will also increase its social media presence and invite fans to take part in its ‘A Dram with Dad’ initiative in the lead up to Father’s Day on 16 June. Several giveaways are also in the pipeline to drive further consumer engagement. Chris Leggat, Douglas Laing CEO, said: “As a brand passionate about provenance and quality, this campaign and the new product offering for Scallywag is designed to showcase and bring to life the ultimate taste of Speyside. “We passionately believe in the quality of our Scallywag spirit and that’s why its intense, fruity and indulgent taste is very much at the heart of this new marketing campaign.”