Most Brits have heard of Burns Night, but far fewer actually mark it. Working with Aberfeldy's PR agency, we turned new research into a story stations wanted: 55% of Brits know what Burns Night is, yet only 23% celebrate it every year and just 39% know it celebrates the poet Robert Burns. We put Aberfeldy's Global Brand Ambassador for Single Malts on air across a radio day of interviews, introducing Aberfeldy Single Malt Scotch Whisky as a warm, approachable choice for modern Burns Night gatherings. The broadcast PR campaign secured 16 items of radio coverage reaching 4.4 million people, including Sky News Radio and BBC Radio Cambridgeshire.
Aberfeldy wanted to use Burns Night to introduce Aberfeldy Single Malt Scotch Whisky to new audiences as approachable and relevant to modern celebrations.
The message
Burns Night is a celebration of warmth, storytelling and togetherness, and Aberfeldy Single Malt Scotch Whisky, rooted in Scottish heritage, is a natural and approachable choice for modern Burns Night gatherings.
The angle
New research for Aberfeldy found over half of Brits (55%) know what Burns Night is, yet only around one in four (23%) celebrate it every year, and only 39% know it celebrates the poet Robert Burns. Nearly half (49%) would like to learn more or celebrate it.
On air
Aberfeldy's Global Brand Ambassador for Single Malts
The result
16 items of coverage reaching 4.4 million, including Sky News Radio, BBC Radio Cambridgeshire.
About Burns Night
Burns Night is held on 25 January, the birthday of the Scottish poet Robert Burns, born in 1759. It is marked with a Burns supper, which usually includes haggis, readings of his poetry and a toast to his memory. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Burns Night for 2027?
Burns Night next falls on Monday 25 January 2027. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
