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Glencairn
Crystal and Emerging Comms win Marketing
Campaign of the Year at 2025
China-Scotland Business Awards.
Glencairn Crystal, the internationally
acclaimed Scottish glassware company
famous for its whisky tasting glass, and
leading China digital marketing agency
Emerging Comms have been awarded
Marketing Campaign of the Year at the
2025 China-Scotland Business Awards.
The announcement was made during the
Chinese Burns Supper, an event hosted by
the China-Britain Business Council (CBBC)—the
foremost independent organization
representing UK-China trade. Held in
late January in Glasgow, the awards
celebrate excellence across six
categories, with Glencairn Crystal and
Emerging Comms recognised for their
innovative marketing campaign that
successfully addressed the brand’s
challenges in the Chinese market.
Expanding Glencairn Crystal’s Presence
in China
For over 20 years, Glencairn Crystal has
been renowned for producing the
Glencairn Glass, the official whisky
glass in the UK and across the industry.
However, despite its global reputation,
the brand struggled with low awareness
and visibility in China.
To overcome this, Emerging Comms
developed a strategic digital marketing
campaign aimed at increasing brand
recognition and educating Chinese
consumers about the craftsmanship and
heritage behind the iconic glassware. By
leveraging platforms such as Little Red
Book (LRB) and Billion Bottle, the
campaign directly engaged China’s whisky
enthusiasts.
The Power of Influencer Marketing
A key component of the campaign’s
success was influencer marketing,
featuring engaging, educational content
curated by industry experts and
lifestyle influencers. This approach
effectively reached both whisky
connoisseurs and casual drinkers,
driving meaningful engagement.
With over 852,000 views, the campaign
significantly boosted Glencairn
Crystal’s presence in China, laying the
foundation for sustainable growth in
this key market.
Kirsty Nicholson, Design and Marketing
Manager at Glencairn Crystal said: "We
are thrilled to receive this award. A
huge thanks to the team at Emerging
Comms for their dedication and
creativity. This campaign has not only
enhanced our brand presence in China but
has also helped us establish credibility
and meaningful connections with our
audience through powerful storytelling."
Domenica Di Lieto, CEO at Emerging Comms
said: "This award is a testament to
Glencairn’s willingness to embrace
innovation and tap into the growing
influence of whisky enthusiasts on
Little Red Book (Red Note). By
committing to engage on this rapidly
growing platform, the campaign
successfully cut through the noise in
China’s vast and competitive market.
Glencairn has proven that niche brands
can thrive when they adopt the right
strategic approach."
You will find Glencairn's range of
sturdy wee whisky glasses as well as
their other offerings
available from specialist online whisky
shops such
as
The Whisky Exchange
and
Master of
Malt
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