The Elite Ayrshire Business Circle

Friday, 2 November 2012

Whisky firm wins award for brand awareness at Ayr Racecourse

A leading Scotch whisky has won a coveted award at the prestigious Piper-Heidsieck National Racecourse Catering Awards.
 
Isle Of Skye Blended Scotch Whisky, owned by Ian Macleod Distillers, was judged the most effective brand at a racecourse in recognition of its product awareness at Ayr, Scotland’s premier racecourse.
 
 
The judges voted for the submission from Ayr which outlined Isle of Skye’s sponsorship of the top hurdle race in Scotland – Isle of Skye Blended Scotch Whisky Scottish Champion Hurdle.
 
Another key factor in winning the award was the advertising banner below the second last fence on the chase course at Ayr, which is one of the most photographed fences in racing.
 
Ayr Racecourse sales and marketing manager Lindsey Smith said: “We are delighted that our friends at Ian Macleod Distillers have landed this award due to their association and support of our course.
 
“Brand awareness is key to any sponsor or supplier to a racecourse, and at Ayr we are proud of our links with our chosen whisky provider. From adverts in our race cards, to point-of-sale product placement in bars and restaurants, to advertising boards on course, to race sponsorship, the Isle of Skye brand has high visibility here.
 
“Theirs is effective branding at its best, and as a result any whisky drinker attending Ayr Racecourse virtually always asks for an ‘Isle of Skye’ at the bar instead of any other whisky.”
 
Ian Macleod Distillers marketing director Iain Weir added: “We are honoured to have won an award for our branding at Ayr Racecourse. We have close links to the racing industry, and it’s great to have our association with Scotland’s premier racecourse recognised in this way.”
 
In winning the award Isle of Skye beat off challenges from a host of leading brand names including Costa Coffee (Sandown Park), Guinness (Cheltenham) and Piper-Heidsieck (Jockey Club Catering).
For further information please contact Iain Ferguson on 01292 294972 or 07795 565691.
 
Ayr Racecourse and the associated Western House Hotel are Founder Members of the Elite Ayrshire Business Circle.
 



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