To reposition the brand, raise awareness and develop new markets.
Benromach used its four-year partnership with the race to boost international hospitality trading through a series of targeted, global tastings with leading whisky connoisseurs.
It also developed a marketing relationship with key race personalities, which included the Clipper Race Chairman Sir Robin Knox-Johnston and all ten skippers acting as Benromach brand ambassadors in an international PR campaign.
Our involvement with the Glasgow: Scotland with Style yacht in the Clipper Race provided an excellent platform on which to raise awareness of the Benromach brand throughout the world.
The success of this sponsorship initiative prompted us to invest further and become the Official Whisky of the next edition of the Clipper Round the World Yacht Race and we look forward to the challenge this will present in achieving our overall objectives for the brand.
Benromach experienced 155% measured growth in PR and web traffic and won the prestigious Queen’s Award - Enterprise for International Trade, following a 94% increase in the value of total exports over a five-year period which directly spanned its involvement in the race.
As a result of its race activation campaign, Benromach also expanded its business by successfully entering the Chinese and South African beverage markets.