Blended Malt Whisky at its best!

1. BLAck Tartan 2018 Overview

2. CONTeNTS
PRODUCT ATTRIBUTES
TarGEt MarketS
VALUE PROPOSITION
STRATEGY
Key Messaging
SALES SUPPORT
BLENDED MALT CATEGORY
COMPANY DIRECTORS
APPENDIX
CONTACT

3. PRODUCT ATTRIBUTES
THE WHISKY
Black Tartan is a vatted malt containing un-chill filtered Highland malt whiskies. The ‘marriage of malts’ has a slightly sweeter taste
than is usually associated with Highland whisky due to its maturation in highly charred barrels. This process releases a distinctive,
sophisticated bourbon-like flavour which allows it to be at once robust enough for mixers, and smooth enough to be enjoyed neat or
over ice. The blend is exclusive to Black Tartan and cannot be found anywhere else. Full tasting notes are provided in the appendix.
BRAND APPROACH
There is a predilection within the whisky industry to follow a single path. It must be ‘steeped in tradition’ with an ‘unrivalled heritage’.
And there is nothing wrong with that – it is a wholly successful tactic. But it is also something that is very well worn, creates a huge
mountain to climb for entrants into the marketplace and because it is something that every brand claims, offers little in the way of
potential for disruption. It is also often untrue.
Black Tartan aims to avoid going down this path. We wanted to produce a modern whisky that doesn’t rely on a created heritage
but instead looks at a different approach, concentrating on the flavour and the accessibility of scotch for all in a product within
an affordable-luxury price point. We want to do this by not only creating a flexible, easy-drinking scotch, but by underlining that
versatility in international markets, and cutting through the snobbery associated with whisky in domestic markets.
So although we want to try and break some new ground, there is still a story to be told – a narrative with which to introduce Black
Tartan. It is, we hope however, a story that is a little bit different to what else is within the market at the moment.

4. PRODUCT ATTRIBUTES
WHAT’S IN A NAME
The name Black Tartan has a simple derivation – ‘Black’ from whisky being matured in level 3 charred barrels. ‘Tartan’ from the blend
of those whiskies. It is however, greater than the sum of its parts. Black has inherent connotations with quality and tartan immediately
and explicitly relates the whisky to Scotland. The combination of the words avoids it falling into cliché within a domestic setting and
offers a simple recognition of source country for international markets. Subjectively, it also sounds good, is very memorable and has a
certain caché that does not rely on age or heritage. Black Tartan is a UK registered trademark.
VISUAL IDENTITY AND PACKAGING
As we want to avoid a traditional ‘heritage’ route, the packaging from the outset has been kept wilfully simple, from the shape of the
bottle through to the matt black finish of the box and the understated labelling. The tartan is visible but subtle and the name brilliant
in colour but simply rendered. This is not to say that we avoid visual flare, it is just a different approach that doesn’t try to shout in
order to be heard.

5. TARGET MARKET – DISTRIBUTION PARTNERSHIPS
• Our core target market is global importers and distributors, allowing us to sell under bond, ex-works. We are seeking distribution
partnerships in all regions but in the first instance are targeting Asia Pacific and Western Europe.
• We are open to deals that include guaranteed exclusivity where advantageous to both parties.
• Seeking distribution networks and partnerships rather than capital investment.
• While we are not initially targeting direct to retail sales, a full suite of marketing support is available for all media.
• We have a full time in-house design and artwork facility for bespoke/customised marketing support to suit the needs of
distribution partners in specific regions.
• We can offer staff training and educational presentations where required.

6. TARGET MARKET – RETAIL
DOMESTIC
• Predominantly male although marketing is not wholly gender-focused
• 25 – 45 years old
• Social drinker, not necessarily an existing whisky buyer
• Brand-aware but not slavishly driven by labels, independent thinkers, confident, irreverent
• Price point is good for gift giving and celebration drinking but is not out-with the budget of buyers for regular consumption, not
marketed as a special occasion drink
INTERNATIONaL
• Predominantly male although marketing is not wholly gender-focused
• 25 – 45 years old
• Again, not necessarily a whisky drinker, social drinker
• Brand-aware, conscious of trends, upwardly mobile, keen to try new things, see themselves as sophisticated in terms of taste,
discernment
• Price point suitable for buying as a gift, taking to a party, introducing friends to a new drink – marketed as good for mixing

7. VALUE PROPOSITION
• Black Tartan is an authentically Scottish but modern whisky
• Designed, distilled, blended, bottled and owned in Scotland, by Scots
• A distinctive flavour created by charring barrels that creates an easy-drinking, very versatile whisky
• Made of malt whisky so a premium product but at a price point similar to the higher end of blended grains
• A hand crafted product
• Sophisticated but straightforward and bold brand in look and feel and tone of voice

8. STRATEGY
DOMESTIC EUROPEAN
• Build awareness among trade influencers (including retailers, distributors, scotch experts and spirits bloggers, among others)
• Communicate quality, authenticity (wholly owned independent Scottish brand) and accolades vs. larger competitors
• Maximise marketing opportunities with/in independent retailers – offer point of sale support, tastings, partnering in both on and
offline advertising
• Open communications with distributors using targeted mail shots
• Attend relevant trade shows
• Utilise PR and digital campaigns to communicate to consumers and trade – concise and targeted marketing program that drives
consumer pull
• Increase velocity within existing accounts
INTERNATIONAL
• As above, plus:
• Build partnerships with international distributors, using distribution networks to drive awareness and sales growth
• Work with Scottish Development International to whom we are now assigned – leverage contacts and increase region-specific
knowledge to better communicate with markets
• Offer bespoke retail-facing advertising and point of sale to distribution partners to communicate unique proposition of Black
Tartan – specifically authenticity and versatility – to build awareness.

9. KEY MESSAGING – INTRODUCING THE WHISKY
While we have different marketing approaches for domestic and international markets, we have a core introducer that works across
both. This, again, has been kept simple and is an explicit explanation of the story behind the name that simultaneously allows us to
express the quality within the product.
www.bLAcktartanWhisky.com

10. KEY MESSAGING – INTERNATIONAL
The key message we want to express within an international setting is the versatility and accessibility of the whisky. It is of course
important that it is truly a Scottish product but by using ‘Made…’ we use key points to underline one other. Simple, direct and visually
very similar to the domestic approach. The bottle-on-black and bold type will be a constant in all comms where applicable, with the
approaches being different but never at odds with one another.
As the comms is copy-driven and simple, it adapts easily to work across all media from click-through to point of sale.
MADE
TO
MIX
A blend of Highland
malt Scotch whiskies
matured in highly
charred barrels for
a smoother taste
you can enjoy
any way you like.
www.blacktartanwhisky.com
MADE TO DRINK YOUR WAY
BLACK Tartan
MADE
IN
FIRE
A blend of Highland
malt Scotch whiskies
matured in highly
charred barrels for
a smoother taste
you can enjoy
any way you like.
blacktartanwhisky.com
MADE TO DRINK YOUR WAY
BLACK Tartan
MADE
OF
SCOTLAND
A blend of Highland
malt Scotch whiskies
matured in highly
charred barrels for
a smoother taste
you can enjoy
any way you like.
www.blacktartanwhisky.com
MADE TO DRINK YOUR WAY
BLACK Tartan

11. KEY MESSAGING – DOMESTIC EUROPEAN
‘Black Tartan’ is an inversion of cliché – it is not a shortbread tin tartan, but one of a much more modern bent. We use this inversion of
cliché to have a little fun but also to act as an introducer to enjoying malt scotch in different ways – not just on its own or with water –
and again illustrate the versatility of Black Tartan. This feeds naturally into cocktail cards, cocktails at events, online/PR activities with
influencers where appropriate.

12. SALES SUPPORT
A full range of point of sale/support material is available and all orders will be sent with table/desk top materials. For larger volume
orders bespoke materials (featuring your company logo or specific promotions) such as large format posters, window vinyl and bottle
glorifiers are available upon request.
1 2 3 4
5 6 1. Bar/counter top A4 w/strut
2. Table top toblerone,
120mm x 297mm
3. Window vinyl – enquire
4. Postcards A5/A6 available
5. Beer mats
6. Large format prints in
various materials – enquire

13. BLENDED MALT CATEGORY
• Whisky trails only gin as the fastest growing category, but unlike gin, growth has been steady and without the market being
flooded with new entrants
• Scotch, in particular blends, have struggled but growth in the single malt and blended malt category (up 6% on last year) and
curiosity surrounding new and independent brands lends promise to the future growth for emerging brands
• The blended malt category still has huge capacity for growth. The biggest player, Monkey Shoulder, has witnessed incredible
uplift in sales and can act as a leader/introducer to the market for other entrants
Year Blended malt bottle sales % change sales Value (GBP) % change value
As at 31 December 2015 2,761,397 — 48,297,308 —
As at 31 December 2016 3,461,658 25.36% 75,700,329 56.74%

14. COMPANY DIRECTORS
ANDREW SKENE
Hailing from Aberdeen, on the doorstep of Scotland’s whisky producing heartland, whisky has always been in his blood. His first job
was working for a packaging manufacturer in Donside Papermill, Aberdeen, producing whisky cartons. Through his background in
manufacturing, he moved to Edinburgh in 1988 where he worked in all aspects of print and packaging.
In 1997 he moved from the manufacturing into the buying of print and was a partner in a boutique design and marketing agency
where he first met Tom Melville, with whom he has worked with for nearly 20 years.
He set off in 2003 to bring his passion for Scotch Whisky to South East Asia, setting up Spirit of Scotland Pte Ltd which imported,
distributed and promoted independent Scotch Whiskies around the regional markets of Thailand, Indonesia, Malaysia and Myanmar
as well as Singapore domestic and duty-free.
During his time in Asia, Andrew also worked in brand ambassadorial roles for United Spirits (USL) and Diageo promoting their Scotch
Whisky brands extensively through India. Andrew also held several high profile events on behalf of clients, including Ferrari at the
Singapore Grand Prix.
With the growth in demand for Scotch Whisky, Andrew returned home to Scotland in 2015 to set up Skene Scotch Whisky where he
now continues the tradition of securing and packaging the finest Scotch Whisky. In early 2016, working closely with Tom Melville and
keen to bring a high quality but affordable Scotch to market, the idea for Black Tartan was born.

15. COMPANY DIRECTORS
ALEXANDER HARRISON
Alex’s first introduction to the whisky industry was in 2013, when he owned an events company in Edinburgh. His main clients were
Scotch whisky brands such as Ballantines and Highland Park. Keen to reach a younger target audience, through working with Alex,
they saw an opportunity to tap into a younger generation of drinkers.
The more Alex worked with these brands, the more his curiosity for the whisky market grew. As a result of this developing passion,
Alex left his role in sponsorship and began working for a cask brokerage in Edinburgh, sourcing rare casks of whisky from around
Scotland. One of the clients that Alex managed was Andrew Skene.
Together, the pair incorporated Skene Scotch Whisky in 2015 with Andrew’s move back to Scotland from Singapore. With Alex’s
knowledge of sourcing rare whisky and industry contacts, combined with Andrew’s contacts in the far east, the pair began laying
down casks and exporting under their own labels.
After two years of trading, the company exports to 10 different markets and has a turnover in excess of £1,000,000. Alex was
instrumental in Skene Whisky being accepted onto the Royal Bank of Scotland’s business accelerator programme in 2017 and
Scottish Development International later that year. Alex is now the brand ambassador for Black Tartan, a job that continues to fire his
passion for breaking down the barriers within the industry and bringing the delights of Scotch whisky to new, younger markets.

16. COMPANY DIRECTORS
TOM MELVILLE
After finishing his MA in English Language Literature at the The University of St Andrews, Tom was hired as a junior copywriter
for Fauld’s Advertising in Glasgow at the tender age of 21. Within a year he had graduated to senior copywriter working on accounts
such as Vodafone Scotland. He then moved back to Edinburgh to take up a Creative Management role at an Edinburgh agency,
MCA. Managing a team of six, Tom worked on large scale financial services accounts such as AEGON and Royal Bank of Scotland. He
took over responsibility for all creative output in 1999, conceptualising and designing the materials for in excess of £3,000,000 worth
of print p.a.. Andrew Skene joined the company in the same year and the pair began to work together, with Andrew acting as senior
account handler.
In 2003, Tom and his partner Sandra Young left MCA and set up their own business, Melville Young, with Andrew acting as Head of
Sales and new business. Now entering its 14th year of business, Melville and Young works on accounts such UBS investment bank and
is sole design agency for Martin Currie Investment Management Ltd, part of the Legg Mason Group.
When Andrew returned from his whisky adventure in Singapore, the pair immediately began working together on various projects
for Andrew’s whisky clients. Over a quiet beer in an Edinburgh pub, Black Tartan was born.

17. APPENDIX
TASTING NOTES
• Nose: fresh, sophisticated and balanced beginning, offering a spice and richness
• Palate: sweet and smooth enhancing the warm sensuality of vanilla and butterscotch
• Finish: long; refined cardamom and nutmeg notes on the finish
Sultry. Humid. Sweet.
40% ABV
BLEND
All Highland malts – including Tomintoul, Miltonduff and others. The exact blend and malts are kept confidential and known only by
the blender and the partners of Black Tartan.

18. APPENDIX
TRANSPORATATION SPECIFICATIONS
BOTTLE
Volume: 700ml
Height: 258mm
Diameter: 80mm
EAN: 5060509640003
BOX
Width: 180mm
Length: 260m
Height: 280mm
Weight: 8.3kg
6 bottles per case
PALLET
Width: 900mm
Length: 1300mm
Height: 1400mm
Weight: 830kg
20 boxes per layer
5 layers per pallet
Total: 100 boxes / 600 bottles

19. CONTACT
Andrew Skene
andrew@skenewhisky.com
+44 (0) 7984 154 315
Alexander Harrison
alex@skenewhisky.com
+44 (0) 7872 615 349