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Label 5 Scotch adds Brooklyn visual

Label 5 Scotch has extended its marketing campaign focused on the world’s leading cities with a new poster depicting Brooklyn.

Label 5 adds Brooklyn to its city series advertising campaign

The imagery augments the brand’s existing picture of New York City, which features the Manhattan skyline, and forms the latest in Label 5’s city series – the Scotch unveils a new visual each year, and so far has also featured London and Shanghai.

Label 5 Manhattan

According to brand manager Nadège Perrot, the decision to add a second image for New York is partly motivated by the growth potential for Label 5 in the US, and an overall aim to improve the international sales of the Scotch, which sells most of its volumes in the French market, where brand owner, La Martiniquaise is based.

Perrot told the drinks business at ProWein last week that 66% of Label 5 volumes are made in France, which, she added, “is a very competitive spirits market, with lots of promotions and hard-selling.”

Label 5 is the second largest Scotch by volume in the French market, behind William Peel, which is owned by Marie Brizzard – a company that La Martiniquaise has a shareholding in. Indeed, La Martiniquaise has just increased its ownership of Marie Brizzard to over 10%.

Perrot said that Label 5 is a “growing brand”, and reported volume growth in 2015 of 2%, taking its total sales to more than 2.6m cases.

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