Sir Edward’s Blended Scotch Whisky has con nued to defy industry trends by delivering strong growth in 2024. Despite challenging market condi ons, Sir Edward’s recorded 7.4% growth over the year, demonstra ng the tradi onal brand’s resilience, enduring appeal and increasing relevance to its consumer base. This is just the latest accomplishment for Sir Edward’s, which has recorded year-on- year growth for the last 3 years, was recognised as Scotch Whisky Brand Champion 2024 by The Spirits Business – and has ambi ous plans for future expansion.
Cra ed in the purest Sco sh tradi on since 1891, Sir Edward’s is a blended whisky which embodies cra , heritage, and pride in every drop – the authen c taste of Scotland. Carefully dis lled and matured in Scotland, Sir Edward’s blends the nest malt and grain Scotch whiskies to deliver a perfectly balanced and excep onally smooth taste.
The brand’s ongoing success is a testament to Sir Edward’s commitment to consistent quality, its versa lity, and its strong emo onal connec on with consumers: all of which make the blend a whisky of choice for a wide variety of occasions. Strengthening its presence in the Scotch whisky category throughout 2024, Sir Edward’s retained its place on the podium of best-selling blended Scotch whiskies in France, while expanding its interna onal footprint at a steady pace. These factors led to a growth rate of 7.4%, according to the in uen al Impact Databank.
To kickstart the brand’s next phase of growth, Sir Edward’s is introducing a new bo le design. Marking an important step in the brand’s evolu on, the updated bo le features a more contemporary silhoue e, a slightly conical shape, and bolder shoulders — all designed to enhance shelf impact and consumer appeal. The addi on of an engraved logo further reinforces the brand’s authen city, o ering a modern and premium look that stays true to Sir Edward’s Sco sh roots.
Through its strong “Scotland in a Glass” iden ty, Sir Edward’s con nues to forge a deep emo onal connec on with consumers. Meanwhile, the brand’s “We Are Master Blenders” campaign celebrates both cra smanship and accessibility, posi oning Sir Edward’s as the whisky of choice for everyday moments as well as special occasions.
On the ground, the brand con nues to grow its presence through targeted, high-impact ac va ons. In La n America, Sir Edward’s made a strong impression with a bus adver sing campaign in Uruguay, capturing the a en on of urban consumers. In Africa, the brand reinforced its visibility through striking billboard displays in the Democra c Republic of Congo, as well as engaging in-store ac va ons which shared the brand experience directly with shoppers.
And this summer, Sir Edward’s made waves at the Summer Sound Fes val in Liepāja, Latvia, one of the country’s biggest music events, welcoming nearly 40,000 fes val-goers. The Sir Edward’s beach bar o ered a memorable whisky experience. Featuring cocktails, brand anima ons, and giveaways, it brought the authen c spirit of Scotland to the Bal c coast.
Next, on its quest to connect with new audiences in culturally vibrant and dynamic se ngs, the brand will take part in the Abyssa Fes val in Côte d’Ivoire in October 2025.
Sir Edward’s Senior Marke ng Manager Marion DIVARET said: “We are hugely encouraged by these growth gures, which show our brand’s increasing appeal among our target consumers – even in a challenging market environment. We have ambi ous plans to introduce even more drinkers around the world to our tradi onal whisky’s smooth and balanced taste in 2025 and beyond.”