Advice from a Scottish Distillery

In a word:  don't spend money on advertising.  Instead, capitalize on marketing and PR opportunities. This confirms our approach, which is to do little to no advertising in the beginning stages (but to do word of mouth marketing instead).

Here's their story of how Yellow Submarine Whiskey came to be:

Their approach seems to have worked:  Remy Martin bought them a year ago for $90 million.