Edrington to invest £20m in Cutty Sark

Edrington, the owner of Cutty Sark blended Scotch whisky, has committed to investing £20 million in the brand over the next five years.

This investment will see a complete revamp of the brand with new packaging, range, materials and distribution plans. Edrington said it is also planning a “truly groundbreaking PR event in London in the autumn”.

In a statement Cutty Sark said: “This increase in investment is forecast to push sales up by nearly 40% across the world in the next five years.”

The brand is also being re-introduced in the UK and as part of that the brand has also announced its first-ever seaplane partnership with Loch Lomond Seaplanes.

Jason Craig, the global brand controller for Cutty Sark, said: “2013 is going to be a truly momentous year for the Cutty Sark brand.

“The stunning bright yellow seaplane really reflects what we hope will be the journey for our whisky brand for the next five to 10 years; from its roots as a Scotch to taking flight as an urban, relevant and pioneering whisky for a new generation of whisky drinkers.”

David West, director of Loch Lomond Seaplanes added: “When Cutty Sark approached us it was an exciting proposal. As a brand that symbolises adventure, excitement and always challenging stereotypes, we couldn’t wait to be involved. Now to see the seaplane take to the skies from the famous shores of Loch Lomond in front of Cameron House Hotel, it’s clear Cutty Sark has come home.”

As well as being re-introduced into the UK, Cutty Sark is planning a “charge back to the US” and has adpoted “The Spirit of Adventure” as its call to action.