By Leonie Roderick

The ‘Bohemian Aristocracy’ campaign will run over the next two years and will be supported by social, press, in-store and digital activity.

Royal Salute’s global brand director Vadim Grigorian told Marketing Week that the brand was previously trying to please Asian markets “a little too much”, but that it now wants to have more global appeal.

As a result, the whisky brand, which is owned by Pernod Ricard, is eager to highlight its “unique” British heritage. The brand was launched in 1953 in tribute to Queen Elizabeth II on the day of her coronation.

Grigorian explained: “The brand is undergoing a repositioning to Read full story ›

Source: Marketing Week