Series 12 Episode 12 - Behind the Scotch Label: Stories from the Summer Campaign

In this episode of the QMS Podcast, Kate reflects on a busy month of activity, sharing key meetings, industry takeaways, and a look ahead to what’s next for QMS, including our presence at Anuga in October. Abby brings market insight, exploring current conditions and the consumer trends shaping demand both at home and abroad. We then turn to the latest Scotch campaign, where Emma explains how it was developed with a focus on trust, traceability, and tradition, alongside the media channels driving reach from TV to digital and in-store. Jennifer shares her personal journey as one of the featured farmers, discussing the importance of visibility for real Scottish farmers, quality assurance, and buying local, while also reflecting on succession planning as Angus shows growing interest in the farm. Emma closes with a look at first-month campaign results, what’s resonating with audiences so far, and how the campaign ties into longer-term goals for the Scotch brands and QMS’s wider marketing plans for the year ahead.

Here is a link to all episodes of QMS's podcast https://qmscotland.co.uk/news-media/qms-podcast