United Distillers

United Distillers is injecting new life into its market-leading whisky brand Bell’s 8 Years Old, with the launch of a pounds 4m advertising campaign and a packaging redesign. The new ads, through WCRS, aim to build on the brand’s heritage, positioning it as uisge beatha, the ’Water of Life’. The ads will run from September with a new curved label to be introduced in October. Bell’s, the first whisky brand to break the 40-year voluntary ban on TV ads in 1995, has a retail value of pounds 290m.

United Distillers is injecting new life into its market-leading

whisky brand Bell’s 8 Years Old, with the launch of a pounds 4m

advertising campaign and a packaging redesign. The new ads, through

WCRS, aim to build on the brand’s heritage, positioning it as uisge

beatha, the ’Water of Life’. The ads will run from September with a new

curved label to be introduced in October. Bell’s, the first whisky brand

to break the 40-year voluntary ban on TV ads in 1995, has a retail value

of pounds 290m.



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