Posted 16 January 2020 /
The whisky industry is continually searching for new methods to ‘educate’ customers. Cocktail serves, food and cigar pairings, tide pods – even occasional forays into music, art and technology. For the most part, this is all for the good – a more knowledgeable consumer is a consumer more likely to understand the contents of a bottle – where it’s come from, how it’s been crafted and what defines its quality and value. But at the same time, within a market which is becoming increasingly diverse and increasingly competitive, much of the education from distilleries themselves is understandable brand-led. Fundamentals yes, but at the end of the day - messaging which shouts ‘us rather than them’ and ‘our product over another’s’. All producers need to find a point of difference with which to position themselves within the market. But, as enthusiasts, it’s important to be mindful that our own learning is both holistic and ongoing.