IDV readies 6m launch for bourbon

International Distillers & Vintners (IDV) is planning the estimated 6m pan-European launch of a new bourbon brand through Young & Rubicam.

International Distillers & Vintners (IDV) is planning the estimated 6m pan-European launch of a new bourbon brand through Young & Rubicam.

The drinks giant is to bring out Forrester 1870 before Christmas. The brand is believed to be the oldest bottled bourbon in the US.

Forrester 1870 is produced by US distillers Brown-Forman and distributed by IDV in the UK.

The brand will rival Whyte & Mackay’s Jim Beam, United Distillers’ Rebel Yell, Pernod’s Wild Turkey and Sainsbury’s and Tesco’s own-label bourbons.

The ad campaign will break in the UK at the end of the year and roll out across other European countries, including Spain, France and Germany, next year.

Y&R’s London office is understood to have pitched against both a French and Spanish agency for the business.

Y&R has also scooped the 1m British Kidney Patient Association advertising account.

The agency is to launch a multimedia ad campaign aimed at encouraging people to register for kidney donor cards.

It will break at the end of October – or the middle of November – and include TV, cinema, posters, and national and local press ads. The campaign aims to make consumers aware of the large number of people on kidney dialysis machines that are awaiting donors.

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