The Lucre Group Builds Drinks Division with Addition of Whyte and Mackay Brands


The Dalmore, Jura, Fettercairn and Flor de Caña Rum join Lucre’s expanding portfolio

2021 Distiller of the Year, Whyte and Mackay, has appointed The Lucre Group to support its 2022 UK PR strategy across four of its brands. The news comes after Lucre supported The Dalmore’s global Decades campaign last year, helping to propel the brand beyond whisky connoisseurs, and inspire and engage a new high net worth consumer – the new luxurion.

Founded in Glasgow in 1844, Whyte and Mackay is home to a collection of multi-award-winning Single Malt Whiskies, a number of premium spirits including contemporary whisky brands Shackleton, Woodsman and John Barr, alongside popular alcohol brands Wildcat, Fundador and Harveys Bristol Cream and Aperitivo.

Lucre will be supporting The Dalmore’s drive to take whisky beyond the connoisseur this year, showcasing Fettercairn’s forward thinking approach, driving Flor de Caña Rum’s visibility and impact amongst conscious consumers, and showcasing the versatility of Jura. Throughout 2022 Lucre will deliver ongoing impactful media relations complemented with series of highly tailored activations for each brand.

Ruairi Perry, Marketing Controller for UK Brands, Whyte & Mackay, said: “The team at Lucre provided excellent support during our Decades campaign last year. From day one, they were an extension of our team and truly understood the brand challenges. We’re looking forward to extending their scope to cover Fettercairn, Flor de Caña and Jura, putting their exciting campaigns into action to ensure the brands are noticed by the right people, at the right time.”

Rhona Templer, Group Managing Director at The Lucre Group, added: “We were delighted to work with the brilliant team at Whyte and Mackay on The Dalmore Decades campaign. Having the opportunity to broaden our scope of work is all credit to the results we achieved and we have some incredibly exciting plans for this year. We can’t wait put more of our ‘search-savvy PR’ into practice!”