Now THIS is Marketing

Attendees of the Glasgow Whisky Live will have the chance to participate in one of the best the best whisky marketing stunt in a long time.

What is a "Whisky Amnesty"?

The same idea behind a gun amnesty - something that is unfortunately a common occurrence here in America, whereby you turn in your illegal firearm and all is forgiven.

But this one is different and much better - it's like turning in a hand gun and getting a bazooka in return.

Got a bottle of some horrible Vodka? Crappy Blend left to you by a dead relative? Nasty Rum you picked up in Belize? Something unidentifiable you picked up in Bulgaria and are afraid to drink?

Turn it in and Highland Park will give you a bottle of their 18 year old in exchange.*

Jason Craig, Highland Park's Global Brand Controller, tells me:

To be able to host a Whisky Amnesty in Scotland is both exciting and an honour, as never before has an event ever been run like this within the whisky industry.

Highland Park 18 years old is a multi award winning single malt which we have wanted to showcase as much as possible and what better way to do this than to give whisky lovers the chance to enjoy it for themselves. Over 140 people have already registered to take part so we know it is going to be very popular on the day.

The amnesty will begin at 3pm on Friday 2nd November at Highland Park’s stand within Whisky Live, held at the SECC, Glasgow.
 

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* Rules? There are always rules.

• Bottles brought to the amnesty must be full sealed 70 cl bottles of any spirit.
• The replacement bottle will be a 70cl bottle of Highland Park 18 year old
• One exchange per person
• There will be 200 bottles distributed on a first come first served basis
• All bottles handed in will be recycled and their contents disposed of in accordance with WRAP and Scottish Water Guidelines

Comments

[JR]

Looks like there are even more rules. Like you have to register. And maybe it was only 150 bottles. No matter, though, all 150 have been claimed:

http://www.whiskylive.com/scotland/glasgow-2007/highlandpark.php

[Ian Buxton]

It's a great idea and I shall be in the queue. But can we really be sure they're going to "dispose" of the contents in such a high-minded fashion?
I bet they're planning the mother of all themed parties!! Or perhaps someone at Highland Park has a wedding coming up.....

[Tom]

Wow, that really is a neat idea! ;-)

I've quoted and translated your post on my german language blog (www.homeofwhisky.com), so that others may take a chance as well.

But it keeps me wondering if that is just another step towards mass production - following the recent announcement about stopping single cask bottlings.

Will sure keep an eye on it...

[Mike Coulter.]

Brilliant marketing idea.

Didn't have chance to attend the show myself, but if I had would have been interested to chat to the HP guys and get a bit more background.

I would like to have known if the idea was dreamed up within the company or from their external marketing/pr advisers.

Whoever it was, it certainly puts that Canadian Club malarkey you wrote about recently, well into the shade.

And at a fraction of the cost/budget methinks.

Well done all round.