Simpsons Malt Branding

Marketing Strategy, website launch & full marketing mix

Simpsons Malt is a wonderful family business, a globally recognised brand in the brewery and distilling markets and is over 155 years old. Today it is run by the 6th generation of the Simpsons family. They produce the finest quality malt for the world’s leading beer and whisky brands. Simpsons Malt’s Head Office is in Berwick-upon-Tweed, its roasting house in Tivetshall, Norfolk and has a global distributor network which is growing year on year.

Client: Simpsons Malt

Manufacturing

About:

MMC has been working with Simpsons Malt since December 2015. MMC was originally introduced to Simpsons Malt through our Brand and Design Associate, Tim Murphy of Courage Design. Courage had been working with Simpsons Malt for a number of years since the launch of their fantastic brand. The only thing missing was to bring the brand to life through an executed marketing strategy.

The fantastic thing about working with Simpsons Malt is that it is an exceptionally great product. After six months of working with the company, we were lucky enough to attend a Craft Beer festival and got to meet many craft brewers and customers – their praise for the malt was tremendous, and so for us at MMC, it was a matter of bringing that passion to life through marketing materials and a digital marketing strategy.

The Work:

Through running marketing workshops, interviews with the team and analysis of previous marketing activity, a full marketing strategy was put into place. Predominantly to ensure that Simpsons Malt was at the forefront of established as well as aspiring brewers and distillers when it came to quality.

Exceptional taste and flavour was the one message that needed to be front and foremost and this was developed through creating a new product focused website with images and words that brought the brand to life.

Alongside the launch of the website, our extended team was busy working on a large exhibition planned in Germany – a giant industry event – a chance for the company to shine and enable brewers to stop by and chew the malt. The featured image shows the exhibition stand that was produced for the event.

We were also helping to launch a global distributor network through equipping distributors with translated marketing materials from South Korean, to Spanish, Italian and more recently Slovakian.

On any given day MMC is Simpsons Malt’s marketing team. It’s incredibly rewarding work and the brand’s image and marketing is going from strength to strength.

The Results

Every month visitors and leads through the website are increasing due to the improved navigation, digital structure and content. The global distributors are performing well with sales increasing and work is underway to increase our presence and visibility at events around the world.

We engaged McDonough Marketing Communications to help us devise a Marketing Strategy for each of our company’s divisional brands. This meant engaging with stakeholders both in and out the business to develop plans for alignment of resources available to us, to our goals. Natasha managed the project and we have found her an excellent communicator, motivated to understand our goals, capable of working to the highest standards whilst meeting the toughest of deadlines and very well connected to people who can help us improve our brand.
Without MMC, we could not have achieved in 3 years, what we have in 9 months. We consider them to be part of the Simpsons Malt family, our Marketing Team if you will.”

Richard E. Simpson

Vice Chairman, Simpsons Malt

Simpsons Malt Stand