Whisky Magazine Issue 55
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In this issue we asked three people who stand against snobbery in whisky how they view the industry
John Clotworthy (JC)
Drumchork Lodge, Aultbea, Scotland
Mike Hayward (MH)
Nurse, malt collector and Whisky
Dave Robertson (DR)
John,Mark and Robbo's Easy Drinking
Q: Is the whisky trade doing enough to encourage new drinkers and are different countries better than others at it?
MH:In advertising terms, you can never do enough with regard to positive promotion, and so the answer is probably no! However, Famous Grouse has a fresh, new advertising campaign with the animated and humorous Grouse mascot clearly aimed at the younger market. The Glenfiddich has realised the huge potential of linking its products to cooking and fine cuisine.
The other producers have a lot to learn. I don't believe any country is particularly good at attracting new drinkers.
JC: I agree. If you mean the distilleries, there are only one or two advertising on television. If the proposed new drinkers are to be encouraged they have to know about the product in the first place. I hear Drambuie is doing a big push towards the 18-35 age group by visiting various premises doing promotions, maybe the big boys in the industry should take note.
DR: Well it depends on the market and what the preconceived idea about whisky is in that market. There seems to be great moves afoot with Diageo kick starting vatted malt (JW Green) and looking at blends with J&B -6C; Wm Grants and its funky chunky Monkey Shoulder; Compass Box and its blending...