Scottish whisky brand The Famous Grouse has appointed CPLG to manage its licensing campaign in the UK and ROI.
The agency will now be looking to extend the brand at retail, so it becomes more than just a bottle on a shelf, explained CPLG's head of promotions Alan Harrison.
"Encountering the brand in more places within store will strengthen it in the long-term," he said. "Over time, given that The Famous Grouse performs so well internationally, there is the potential for expansion into further European territories."
Gerry O'Donnell, director of The Famous Grouse, added: "The Famous Grouse is a well-loved brand and so we feel there is a great opportunity to offer consumers a range of products using our brand credentials and further commercialise our assets going forward."