Brand Cellar drinks to ‘rock and whisky’
ONE of the world’s oldest whisky brands, Glen Rossie, has been given a makeover and a new rock star chairman thanks to a Yorkshire firm.
Francis Rossi, lead singer and guitarist in legendary rock band Status Quo, has agreed to become chairman of the 196-year-old brand after first enjoying tasting the drink on the band’s tour bus a decade ago.
Mr Rossi, who has a similar name to the brand, has taken a significant minority stake in whisky brand.
The Brand Cellar, a partnership between well known Yorkshire businessman and Directorbank founder Jonathan Hick and David Birchall established to specialise in acquiring older brands, bought Glen Rossie from the administrators to First Quench, the failed drinks retailer.
As well as Mr Rossi’s chairmanship, Glen Rossie, is being given a fresh rebrand with a new label and new bottle.
It is understood that The Brand Cellar is in talks with a number of interested parties regarding sales and distribution channels for the whisky – both via retailers and direct sales – although a decision on the final selected partners has yet to be agreed.
Dating back to 1814, the brand is being re-launched with a plectrum-inspired label and logo in homage to its new guitar-playing chairman.
Mr Birchall, chief executive of The Brand Cellar, said: “Glen Rossie has a tremendous whisky heritage and as we approach its 200th anniversary in 2014 we have the ambition to turn it into a global brand.
“We signed a deal with Francis this year in Melbourne where he was touring and as chairman – and as ‘front man’ for the Glen Rossie brand – we believe he can help us reinvigorate sales not just in the UK but, as someone who has sold 118m records worldwide, overseas too.
“We are exploring a number of opportunities to support our sales and distribution strategy and intend to announce those plans soon after the conclusion of our discussions.
“From a marketing perspective, we have some exciting and innovative ideas for the brand which we’re currently planning. For example, to mark the initial unveiling of the new bottle and identity we’re running an online competition to win one of 30 first-run, limited edition, signed bottles on our website at www.glenrossiewhisky.com.”
