Tuesday, 27 October 2021 08:08

Magnum liqueur secures high-profile partnerships

Magnum liqueur secures high-profile partnerships

Magnum, a Scottish cream liqueur made from Speyside malt whisky, has secured new partnerships with luxury retailer Harvey Nichols and Historic Scotland.

The liqueur, produced by BenRiach Distillery Co, will appear on the shelves of four key Harvey Nichols stores, including its flagship Knightsbridge premises in London, and Edinburgh, Manchester and Leeds. It will also be promoted here with in-store sampling sessions, and has the potential to be rolled out to the remaining branches in Birmingham, Bristol and Dublin.

Meanwhile the agreement with Historic Scotland will see Magnum available at retail outlets at sites including Edinburgh, Stirling and Urquhart castles, as well as Orkney’s Skara Brae.

As a result of the new contracts, Magnum’s production is expected to rise to over 250 cases, or 3,000 bottles, a month before the end of the year.

The liqueur was launched earlier this year, and contains Scotch produced from the BenRiach distillery south of Elgin, which is blended and bottled in Edinburgh.

Steve Horne, a director of RTMSS, which promotes Magnum in the UK, said: “We are seeing real momentum with Magnum since launching back in March and the new contracts with Harvey Nichols and Historic Scotland are significant developments in this progress.

“The Harvey Nichols deal, an ideal partnership for a premium brand like Magnum, opens the door to access across all of its UK based stores and its Dublin premises. We will be supporting this with a programme of sampling activities at all seven locations.

“The Historic Scotland deal is another fantastic avenue to grow Magnum as a brand. The initial sampling we’ve done at Edinburgh Castle, which has been hugely successful in generating sales volume, is to be significantly extended across many of its most iconic sites.

“By introducing the brand to a wider audience through both of these new partners we see a great opportunity to significantly increase production going forward.”

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