SCOTTISH vodka brand Glen’s has been getting into the festival spirit this summer as part of a major sponsorship campaign for the brand.
Following on from its appearance at the Y Not Festival in Derbyshire last month, Glen’s vodka will pop up as a partner at two Scottish music festivals in August.
Things get underway for Glen’s at the three-day Belladrum Tartan Heart Festival in Inverness, which runs from 3 August, where the brand will act as a major sponsor.
From Inverness, Glen’s will head south to take on the role of headline sponsor at Glen’s Party at the Palace in Linlithgow.
The two-day festival, which kicks off on 12 August, features acts including Scottish headliner Amy MacDonald as well as indie big guns Kaiser Chiefs and Razorlight.
Collectively, the three festivals are expected to attract over 130,000 revellers.
Glen’s premium variant Glen’s Platinum Vodka is at the heart of the brand’s festival activity. Glen’s Platinum Vodka was launched in 2015 following what the Scottish producer described as growing demand for premium spirits.
The premium vodka will be the subject of a range of promotional activities and has exclusive pouring rights across all three of its partner festivals.
In addition to the pouring rights, the premium variant will gain further exposure through a designated Glen’s Platinum Vodka Marquee, which will be pitched at each festival.
As part of the festival activity, all drinks will be served in specially-designed cups which complement Glen’s Platinum’s two-tone bottle design.
There will be a 28 sq ft Glen’s Platinum ball pit for festival attendees to enjoy and Glen’s Platinum Vodka will also be providing consumers with the opportunity to win branded festival necessities such as sunglasses and waterproof ponchos.
This summer’s festival activity forms part of a £1.5m marketing investment in the Glen’s Platinum Vodka brand for 2017.
Glen’s Vodka said the sponsorship efforts are part of a wider strategy to “bring the brand to life and boost awareness of the product which was launched just three years ago”.
Muriel Raguenaud, marketing director for Glen’s Platinum Vodka, said: “Our Glen’s Original Vodka is currently the biggest-selling spirit in Scotland and the second biggest-selling spirit in the UK.
“We want to bring Glen’s Platinum to a similar market-leading position and music festivals are one of the most effective ways for drinks brands to engage with audiences, especially those in our target demographic of 25-34 year olds.
“Our current campaign focuses on the fact that we don’t use celebrities to promote Glen’s Platinum, as we’re confident that our vodka does the talking for itself.
“Partnering with festivals is part of this approach and getting more vodka drinkers to sample the brand.
“Our promotional activities will also add to the festival experience for the thousands of people who are heading out to enjoy themselves at the events we’re partnering with.”