The organisers of the new national celebration for the business of Scotch have added a new category to their line up as the programme progresses to the judging stages.
The Scottish Whisky Awards have added an ‘Excellence in Branding’ category which will be judged by a high-profile panel of experts from across the drinks industry.
The award will recognise the creation of a whisky brand which aims to make its mark in a competitive market. Judges will consider the use of the brand in the context of product, packaging, marketing and communication strategies.
The awards have recruited a highly regarded judging panel which comprises of 35 experts from across the whisky business and related industries. They will assess written entries in 7 categories covering a wide range of business including marketing, tourism destination, brand experience and community contribution. The tasting panel which includes some of the world’s authorities in whisky tasting will blind taste a range of samples in 10 categories at the end of May.
The programme has the support of several sponsors including Shawbrook Bank, Bruce Stevenson, Wolffe Design and Barr Printers.
Details of the new category can be viewed here.
