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Teacher’s turns teacher in whisky campaign

Maxxium UK has revealed its plan to educate the public about blended Scotch through its new Teacher’s School of Whisky campaign, which will involve the creation of a comprehensive guide to blended Scotch, a national advertising campaign and consumer master classes.

Designed to inform consumers about blended Scotch whisky and to highlight the quality and craftsmanship of Teacher’s, The Dram Good Whisky Guide will be distributed with The Independent newspaper in the UK this month.

The guide includes information on Teacher’s heritage, tasting notes and serve suggestions, with contributions from master blender, Robert Hicks, William Burguis – a descendent of William Teacher – and whisky specialist Dominic Roskrow.

A series of Teacher’s press advertorials, created to raise awareness of the quality of blends, will appear in lifestyle magazines such as Top Gear, Golf World, Car Magazine and Reader’s Digest in the run up to Christmas.

Teacher’s master classes, hosted by Hicks, will be held this month in Kent, Shropshire and Manchester, with tickets available via local newspapers.

Hicks will offer an overview of the role Teacher’s has played in the history of Scotch whisky over the last 175 years and will attempt to inspire participants to enjoy blended Scotch while leading them through a tasting.

Maxxium UK’s brand manager for Teacher’s, Janette Peat, said: “Maxxium UK has the country’s leading Scotch whisky portfolio and we are driving the category forward through education.

“As one of the nation’s favourite Scotch whiskies with strong quality credentials and a heritage dating back to 1830, Teacher’s is well placed to bring the craftsmanship and quality of blends to the forefront, dispelling the myth that they are inferior to malts.

"Teacher’s has one of the highest malt contents of all blends at 45%, made up of at least 35 single malts from around Scotland, including its fingerprint malt, the award winning Ardmore.

“By challenging consumer preconceptions of blends, the Teacher’s School of Whisky activity will drive value into the category.”

Alan Lodge, 11.11.2009

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