Diageo eyes International Scotch Day 'huge success'

Global premium drinks company, Diageo is preparing for ‘huge success’ on International Scotch Day held on February 8.

Now in its second year, International Scotch Day is an activation created by Diageo to celebrate the popularity of Scotch whisky around the world.

Ronan Beirne, global brand marketing director at Diageo, said: “Last year we launched International Scotch Day and its huge success proved what we at Diageo already knew – the world loves Scotch.

“This year is going to be even bigger, with celebrations taking place globally, from Scotch Whisky tastings to opening the doors to Diageo’s archive in Scotland, free passes to distillery visitor centres and celebrity events in cities from Manila to Johannesburg”.

Diageo currently owns more than 20 different Scotch whisky brands including Johnny Walker, Bells and Haig Club.

Ewan Gunn, global Scotch whisky master from Diageo, added: “Hosting International Scotch Day for a second year shows how confident we are about the popularity of this truly international drink.”

Diageo says its 2018 celebrity ambassadors and global locations will be revealed some time in February.