The Licensed Trade Charity, formed by the recent merger of the Society of Licensed Victuallers (SLV) and the Licensed Victuallers National Homes (LVNH), has appointed Mustoes as its advertising agency.
Mustoes represents the first retained advertising agency for the organisation, which in its previous guises only used agencies ad hoc. The review was handled by the AAR, and Mustoes will be responsible for all the charity’s communications, including the formal launch of the merged charity in October under its new name.
The charity provides assistance for people in the licensed drinks industry, and donates &£1m in financial aid a year to chosen causes.
The SLV was formed in 1793 by innkeepers to look after “decayed members and their widows and assist fatherless children and orphans”. This was followed by the foundation of the LVNH in 1827 to look after the elderly in the licensed trade. The merged charity will continue to have the Queen as its patron and operate under a Royal Charter.
The Ascot-based charity is the major shareholder in the Morning Advertiser, the weekly trade journal for the retail drinks industry published in partnership with William Reed.