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Issue 35 - Easy does it

Whisky Magazine Issue 35
November 2003


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Easy does it

The Easy Drinking Whisky Company is taking the selling of whisky to a new level – by selling directly on taste. Dominic Roskrow reports

Quite often the best ideas are the simplest ones. The ones when you say ‘why didn't someone think of that before?'

So it is with the concept behind Easy Drinking Whisky Company, which has taken the selling of whisky to a new level – by selling directly on taste.

The company is set to launch three whiskies, sold under the names The Smooth Sweeter One, The Smokey Peaty One, and The Rich Spicy One. As simple as that.

And with a modern approach to packaging and an emphasis on top quality whisky to back up the irreverent and arguably gimmicky marketing, the company is set to take whisky drinking in to new and untested ground.

The company is the brainchild of John and Mark Geary, lovers of whisky who had been discussing how modern brands did not speak to them in a way or tone of voice that was right for them.

They took the idea to The Macallan's David Robertson – and thus began a journey to provide simply labelled and reasonably priced whiskies that met the three fundamental taste profiles listed above.

“Getting the flavour and quality right was absolutely paramount,” says David Robertson.

“It had to be – I just couldn't have put my name to it. We all agreed the whisky had to taste great.”

At the heart of the project was a desire to provide whisky for an intelligent and educated market that was put off by the traditional image of whisky. The plan was to find top quality products and take them to a new audience by promoting them in a new way.

“The best ana...

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