Teacher's Whisky is trying to shake-off its old-fashioned image with a new campaign aimed at men over 30 years old.
The campaign, Create Your Space, is part of a £1m investment in the brand by owner Beam Global UK to reposition the blended whisky.
"The premise is that men have an overwhelming need for 'man space,'" said Aileen Nichol, marketing manager for the brand. "Whether it is a shed, a basement or an office at home, space in modern life is at a premium. Teacher's can help men to reclaim and create space."
An on-pack promotion will give consumers the chance to win their ultimate shed, tailored to the winner's specific needs up to the value of £25,000.
The promotion will also be 3,000 Sony wind-up radios up for grabs. This will run across 70cl and 1-litre bottles from this month until December.
In-store activity, a new website and advertising in the national press will support the promotion.