First Drinks bolsters malt whisky wing

First Drinks Brands has appointed Stephen Gater as marketing manager for its malt whisky brands.

Gater who was previously marketing manager for Irish whiskies at Pernod Ricard will be responsible for overseeing all marketing for the Glenfiddich and The Balvenie brands.

He will report directly to First Drinks marketing director Tony Scouller.

Gater takes over from Sarah Clark, who will concentrate on Disaronno Originale liqueur, which is currently the subject of a major marketing push.

A &£750,000 TV ad campaign for the liqueur broke earlier this month on ITV, Channel 4 and satellite. It was created by Italian agency Armando Testa.

The campaign, which is the brand’s first above-the-line work in three years, will be supported by sampling activity and a direct mail campaign.

Gater’s role at Pernod Ricard will be taken over by James Slack, who was previously off-trade sales manager for the company.

A &£1m ad campaign for Glenfiddich was launched last month in the national and men’s style press.


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