River Dee Press Release
NEWS RELEASE July 16 2009
FishDee Reels In New Spirits Sponsor
The River Dee has landed its biggest catch of 2009 after agreeing a new sponsorship deal with leading Scots spirits company Whyte & Mackay. The Whyte & Mackay whisky portfolio includes The Dalmore, Isle of Jura, Fettercairn, Tamnavoulin as well as the full award winning range of Whyte & Mackay blends.
According to Mark Bilsby, River Director for the Dee, the new agreement will help them continue their sustainable approach to fisheries management and angling on the world’s premier spring salmon fishery. The support of Whyte & Mackay is an endorsement of the Dee’s conservation and environmental work and our determination to develop a world-class, sustainable fishery with all the attendant benefits for the local economy”.
Whyte & Mackay are also to sponsor the FishDee website, through which anglers book fishing and glean all the latest news on the river, and will support a unique “fish of the month” award.
Ken Reid, Fisheries Development Officer for the River Dee, commented: “The plans for a new FishDee Fish of the Month award are particularly innovative and will aid in the prevention of fish diseases whilst celebrating the magnificent fish caught on this river.
“Each month the angler who catches the biggest fish in the Dee will be awarded a malt - either The Dalmore or Jura whisky - of an age that matches the weight of the fish in pounds. So a 30 lb salmon will win a bottle of 30 year old malt. Of course the fish will need to be released in line with the river’s conservation guidelines and verified. Full details and rules will be posted at www.fishdee.com.
He added: “Whyte & Mackay are no strangers to community based conservation initiatives having recently launched the worlds first ethical vodka brand, Snow Leopard. 15% of all profits from the brand will be donated to Snow Leopard conservation projects. We are very confident that we can forge a long term relationship that will be of great benefit to Dee anglers and the wider community”
Jim Coates of Whyte & Mackay commented “A fine dram never tasted better than after a great day on the river! The team at Whyte and Mackay are delighted to be able to add our support to the excellent work being carried out by the River Dee Trust and FishDee.”