Posted 24 November 2020
Whisky outreach is about more than a perfectly remembered buzzy catchphrase accompanied by a well-learnt sales pitch. Whilst there is still a large cohort of ‘by the numbers’ ambassadors and distillery hosts rolling out the company line (which invariable includes tales of the finest quality water), this number is steadily dwindling. As the Internet has become interwoven into the fabric of both our lives and of whisky – outreach has become increasingly undertaken by those who are working within whisky because of their inherent passion for the liquid, its creation and its enjoyment. Engagement has become less about staying on the rails of spoon-fed information and more about helping people explore and enjoy whisky through personal experience. The days of the robotic recital of facts and figures together with an outstretched arm offering a charged glass are a relic of the past.