UK. Scottish spirits company Kyndal Spirits has changed its name to that of its biggest-selling brand, Whyte & Mackay, as part of a major restructuring.
This includes a widespread renovation of the company’s production facilities around Scotland, and a revision of its marketing operation.
The cost of the renewal project is expected to be around £70 million.
The marketing share of the renewal spend is planned at £50 million, including a campaign to rebrand the company and its lead whiskies with the Whyte & Mackay label, as well as a new campaign for other key brands, Vladivar vodka and the single malt portfolio, which includes Isle of Jura and The Dalmore.
Kyndal Spirits was formed after a £200 million (US$333.3 million) management buyout of Jim Beam Brands’ UK-based business in October 200.
Whyte and Mackay chairman and ceo Vivian Imerman said: “Our portfolio of products, both branded and own-label, have suffered from a lack of investment over the past five years and the £50 million (US$80.4 million) that we will spend on strategic marketing will rectify this and help the brands to meet their potential.”
