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Issue 53 - Tomorrow's world

Whisky Magazine Issue 53
January 2006


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Tomorrow's world

We recently teamed up with The Glenlivet for a readers' evening to discuss the world of whisky. We asked them about the future

Dominic Roskrow, Editor, Whisky Magazine

The participants
Pieter Badenhorst (PB) Teacher,Waltham Cross, 29
Svat Buchlovsky (SB) Consultant, Basingstoke, 52
Brendon Humphreys (BH) Development manager, Loughton, 29
Ian Kendal (IK) Teacher, Loughton, Essex, 34
Barry King (BH) Retired, Cheltenham, 67
Rae Sorensen (RS) National account manager, Bristol, 38
Steen Sorensen (SS) Buyer, Bristol, 44

Q: Is the trade was doing enough to attract younger drinkers?

BK:Well one idea would be to offer better value and discounts to attract a younger generation. However I don't think people should just buy on price. I do not want to see a compromise on quality.

SS: This is right, if the industry understands that the quality of the product is what people are looking for, they should protect it. If not the craft will disappear. We should take pride in this craft. If it disappears then malt whisky itself will disappear. New blends can pay the bills but I want the quality as well. Manufacturers must not undermine their own product.

IK: I have to disagree, you must have bigger pockets than me. Discounting is a way in to the whisky for some people so the occasional cut price does grab people. This gives you the chance to try malts and once you do you are hooked. This happened with me.

SS: It is the retailers who are driving the reductions, and sometimes the quality of the product they are offering is not the best. I agree with doing some promos, but I don't think we should be going dow...

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