The campaign marks the first U.S. ad support for Glen Ord, a leading scotch brand in Europe.
"Now's the time to add on a little consumer air cover to build on the word of mouth that's starting," said Mike Palmer, VP-marketing for United Distillers. United Distillers already has a significant presence in the scotch category with its Scoresby and Weller brands.
"It's a high-growth category that's attracted a lot of competitors," Mr. Palmer said. Schieffelin & Somerset Co.'s Dewar's leads the scotch category.
Ads from Emmerling Post, New York, will run in magazines such as Cigar Aficionado, Cigars & More, Malt Advocate, Wine Spectator and Cheers.
The initial push will be backed by less than $500,000.