Alcohol brand William Grant & Sons has appointed PR and social media agency, Mad Hat Asia to manage its communication duties. The two had previously worked on campaigns for the distiller since September last year, and this appointment will formalise their partnership on the communications front.

Mad Hat Asia’s duties will range from management of media relations, press materials, event conceptualisation to influencer engagement and media monitoring, with the aim of driving local brand presence as well as propel consumer awareness for each of its spirits.

Erng Joo Law, portfolio manager at William Grant & Sons said that breaking out of the pandemic era provides an opportunity to challenge the status quo and redefine the usual drinking experience. “Mad Hat Asia’s strong track record of effective communications, media and influencer approach, as well as wealth of understanding for consumer-facing lifestyle brands, served as the perfect tonic to satiate consumers’ thirst for enjoying new drinking occasions,” he added.

One of the notable campaigns Mad Hat Asia worked on includes the Glenfiddich Time Series and the marvellous merrymaking of the Hendrick’s Festive Wonderland. The former included a media tasting session of the Time reimagined series, featuring the exclusive 50, 40 and 30-Year-Old single malt whiskies. The latter featured a pop-up display at Plaza Arkadia, where consumers witnessed an unusually unforgettable experience to spread that yuletide cheer, and to get their festive season celebrations off to a soaring start.

Additionally, Mad Hat Asia and William Grant & Sons came together in celebration of CNY, to toast to Year of the Rabbit with Glenfiddich. The spirits company unveiled its annual limited-edition CNY gift packs designed by Shanghai-based illustrator, Yixin Zeng at Pavilion Bukit Jalil.

“Together with William Grant & Sons’ bold approaches and Mad Hat’s thirst to monkey around with fresh approaches and results-driven delivery of boundary busting ideation, we have the ingredients to stir up the perfect cocktail for success,” added Rengeeta Rendava, group managing director at Mad Hat Asia.

A+M has reached out for additional information. 

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