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Issue 117 - The year ahead

Whisky Magazine Issue 117
February 2014


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The year ahead

You wait mate… 2014 is going to be p**s-yourself-mental…' I heard behind me as I queued up to pay for the bulging trolley of drinks I had filled at my local supermarket on New Year's Eve. Quite why the man had singled me out to hear his prophecy will remain a mystery; it may have had something to do with the fact that I was dressed as Basil Fawlty. I was hosting a NYE party themed around the classic Fawlty Towers episode Gourmet Night and I was running horribly late. “Please god, don't let the car breakdown like my namesake,” I thought. “There's really no time to give it a damn good thrashing,” as I raced home to type up a menu, containing Waldorf Salad and Duck Surprise. But as I typed, the strange wee-pant man's words seemed to have struck a chord. What would the year hold for whisky? And, would it be as much of a pant-wetting rollercoaster ride as 2013. So here are some predictions, which could affect the shape of the whisky business over the coming year.

More Whisky Brands To be Vilified By The General Public:
Just before Christmas, Dewar's monumentally messed up with their ill-advised online campaign, ‘Meet The Baron' (see p16) offending a number of whisky drinkers and causing a raft of complaints to the advertising authorities. But this short-sighted lapse in understanding the consumer is surely not the only time we shall see a brand hastily changing their plans, at the behest of the general drinking public. Brands need to remember that their best-...

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