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Issue 150 - Beyond Production

Whisky Magazine Issue 150
April 2018


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Beyond Production

Our man looks at the driving forces behind creating a product - consumer research, market demands and deciding where it will be released

Welcome to my new series of features exploring the non-production elements of taking a whisky to market as there is a lot more to it than ëjustí distilling, ageing, blending, bottling and selling.

A hell of a lot more to be honest. From understanding the global consumer needs, to naming, packaging design and beyond, Iím going to explain to you the non-production elements of how and why whisky products are made.

Before I begin, I just want to explain to you why Iím qualified to explain this part of the whisky category to you.

My background is in branding, and specifically brand strategy which means I work with distillers, blenders, bottlers and startups to help them understand the market they are operating in, the consumers / customers they are targeting, developing liquid briefs for blenders, working to create the best messaging and packaging design for the products and setting the strategy for them to position their products in the hearts and minds of the right people, in the right place, at the right time.

So, now thatís out the way, let me tell you about the driving forces behind the creation of near enough every product in the whisky industry. Typically, the ëcore rangeí of a brand - notionally the 10, 12, 15, 18, 21, 25 Year Olds - are set in stone and rarely deviate from the existing tried and tested blueprint. That is not to say that they are generic, but they are solid and ever-present for a reason; they work, consumers love them and the brand has p...

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