We know that whisky is not just about tweed, haggis, thistles and tartan but so many others haven't appreciated the social, fun side of the drink yet.
If we want to appeal to those outside the traditional market we need to broaden the appeal in more ways that one.
Cartoons, even at the expense of the industry itself, are one way to show whisky doesn't take itself too seriously any more.
If it ever did?!