European demand drives Label 5 growth

Label 5 Scotch whisky has hit a new sales record, selling 2.51 million cases in 2013, with Europe the primary source of growth.

Label 5 sold over 2.5m cases last year

Unlike the majority of international Scotch brands, which are reliant on emerging regions such as South America and Asia for growth, Label 5 has managed to grow in continental Europe, despite economic stagnation.

Speaking to the drinks business at Vinexpo Asia-Pacific, Sandrine Morales, export manager at brand-owner La Martiniquaise, said that she was pleased to see Label 5 growing in its major markets of France, Portugal and Belgium.

“France is a major market and we are big in the country where whisky is big,” she said, adding, “and Portugal and Belgium are both growth drivers”.

Continuing, she admitted that is was “unusual to find growth drivers in Europe”, and said that for the future, Label 5 was looking to increase its presence in South Africa.

In terms of raising awareness for the Scotch, Morales said that Label 5 has focused on digital marketing for past three yeas.

Indeed, today (10 June), the brand is launching a Facebook competition called the 5-second city contest, which invites Label 5 consumers to take a 5-second Instagram video of their favourite city for a chance to win a round-the-world trip for two.

As previously reported by db, to enter, become a fan of the Label 5′s Facebook page and register for the contest, and upload your video entry to Instagram with the hashtag #5SCITY and your chosen city.

The competition will run for two months with the video receiving the most votes online winning the once in a life time trip.

For more information visit the Scotch whisky brand’s Facebook page.