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The Lucre Group to work on UK PR strategy for four Whyte and Mackay Brands

Lucre Group

Leeds-based PR agency The Lucre Group has been selected to support distiller Whyte and Mackay on its UK PR strategy across four of its brands.

With drinks brands The Dalmore, Fettercairn, Flor de Caña Rum’s and Jura, the agency will deliver on-going media relations with a series of tailored activations for each brand in 2022.

It follows the news that Lucre supported one of the company’s drinks brands, The Dalmore, in its global Decades campaign last year which was designed to help to engage the brand with new consumers.

Ruairi Perry, Marketing Controller for UK Brands, Whyte & Mackay, said: “The team at Lucre provided excellent support during our Decades campaign last year. From day one, they were an extension of our team and truly understood the brand challenges. We’re looking forward to extending their scope to cover Fettercairn, Flor de Caña and Jura, putting their exciting campaigns into action to ensure the brands are noticed by the right people, at the right time.”

Rhona Templer, Group Managing Director at The Lucre Group, added: “We were delighted to work with the brilliant team at Whyte and Mackay on The Dalmore Decades campaign. Having the opportunity to broaden our scope of work is all credit to the results we achieved and we have some incredibly exciting plans for this year. We can’t wait put more of our ‘search-savvy PR’ into practice!”

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