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Food and drink · Burns Night 2026

Aberfeldy raises a glass to Burns Night on radio

We delivered this Burns Night campaign for Aberfeldy Single Malt Scotch Whisky on behalf of a PR agency. New research carried the story to 16 items of coverage and a combined reach of 4.4 million.

Items of coverage
16
Combined reach
4.4 million
Time on air
2h 57m

Listen: BBC Radio Cambridgeshire, 14m 12s

The brief

Aberfeldy wanted Burns Night to bring its single malt to drinkers who had not tried it. The aim was to show the whisky as easy to enjoy and right for a modern celebration.

The angle

The research gave producers a gap to talk about. Some 55% of Brits know what Burns Night is, but only 23% mark it every year. Only 39% knew it honours Robert Burns, yet 49% wanted to learn more or join in. That curiosity lets a presenter ask the obvious question on air: how do you actually celebrate it?

On air

The interviews were given by Aberfeldy's global ambassador for its single malts.

The result

The interviews delivered 16 items and 2 hours 57 minutes on air, with a combined reach of 4.4 million. Highlights included Sky News Radio and BBC Radio Cambridgeshire.

Delivered for a PR agency, working on behalf of their client.

Coverage highlights

  • Sky News RadioNational news network
  • BBC Radio CambridgeshireBBC radio

Drinks brands win airtime when the spokesperson teaches listeners something about the occasion, rather than pitching the bottle.

See the full campaign on Relations Group

More food and drink radio campaigns

Food and drink radio PR

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SENTIA

Dry January 2026

Items
13
Reach
4.7 million
On air
2h 18m

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