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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here