Glencairn Crystal and Emerging Comms Win Marketing Campaign of the Year at the China-Scotland Business Awards
From left to right: Jason Kennedy (Glencairn Crystal), Domenica Di Lieto and Rocky Chi (Emerging Comms) and Kirsty Nicholson (Glencairn Crystal)
Glencairn Crystal, the internationally renowned Scottish glassware company, and leading China digital marketing agency, Emerging Comms, have been honoured with the Marketing Campaign of the Year award at the 2025 China-Scotland Business Awards.
The announcement was made at the Chinese Burns Supper, an event hosted by the China-Britain Business Council (CBBC), the leading independent voice of UK-China trade. Held at the end of January in Glasgow, the event recognises outstanding achievements across six categories, with Glencairn Crystal and Emerging Comms receiving top honours for their innovative and effective marketing campaign which tackled the unique challenges that Glencairn Crystal face in the Chinese market.
For over 20 years, Glencairn Crystal has produced the Glencairn Glass which is recognised as the official glass for whisky in the UK and throughout the whisky industry however the company struggled with low brand awareness and visibility in China.
Emerging Comms was tasked with developing a strategy to raise awareness and educate consumers on the craftsmanship and heritage behind the iconic glassware. The agency’s targeted approach on platforms such as Little Red Book (LRB) and Billion Bottle made it possible to engage directly with Chinese whisky enthusiasts.
The campaign’s most powerful element was influencer marketing. Educational engaging content was curated by industry experts and lifestyle influencers to reach both whisky connoisseurs and casual drinkers. The campaign achieved over 852,000 views, and has helped establish sustainable growth for Glencairn Crystal in China.
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.”
For more information about Glencairn Crystal, visit www.glencairn.co.uk. For Emerging Comms, visit www.emergingcomms.com.