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Strategic Objectives Wins Agency of Record for Edrington in Canada

Mar 4 2024

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Edrington, the international ultra-premium spirits company and producer of the world’s leading Scotch whisky and rum brands, has hired Strategic Objectives, Canada’s most award-winning communications firm, as its Agency of Record in Canada.

Featuring an impressive portfolio of exceptional spirits, Edrington is known the world over for its high-quality, ultra-premium brands. The Macallan is its central focus, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. The assortment is rounded out by Brugal premium rum from the Dominican Republic and The Famous Grouse Blended Scotch whisky, among others. Strategic Objectives is now representing these six incomparable brands in Canada, distributed from coast to coast by Beam Suntory.

“Our objective is to continue propelling our nuanced brand portfolio in the Canadian market, and Strategic Objectives is the ideal PR agency to help us build far-reaching, multi-channel communications campaigns that drive impact,” says Justyna Maksymiw, Brand Manager, Edrington Americas. “Strategic Objectives shares our values of respect, integrity and excellence, and we are proud to bolster our unwavering commitment to excellence alongside our newly appointed agency partner.”

The Agency of Record decision comes after an extensive RFP review process, initiated in 2023 with the intention to consolidate all public relations activities for Edrington brands in Canada under a single agency partner.

“We have tremendous opportunity to elevate Edrington’s iconic Scotch whisky and rum brands, inviting Canadians to explore and appreciate these carefully nurtured spirits – each with its own distinct and unparalleled legacy of craftsmanship and innovation,” says Sadie Tory, Director, PR & People, Strategic Objectives. “Strategic Objectives is honoured to be selected as an extension of the Edrington team in Canada, and our partnership is already off to a remarkable start, with the release of The Macallan Red Collection in Toronto and the unveiling of The Library by The Macallan at Four Seasons Whistler. We are thrilled to continue growing this partnership and look forward to the momentum we will achieve together in 2024 and beyond.”

For more information, please visit www.edrington.com, or contact Sadie Tory, story@strategicobjectives.com.

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