Posted 19 May 2020
At some point, now almost lost to history in certain countries, whisky made the transition from being viewed as an old fashioned beverage to being that of a lifestyle purchase. As the middle classes started to desire something more than a comfortable living, annual holiday and reasonable priced family car, whisky production and particularly whisky promotion started to speak to what consumers wanted to become, not just what they felt they needed. The single malt, which at the time was synonymous with Scotch, became positioned not only as the pinnacle of whisky production, but as an lifestyle choice. The concept of aspirational whisky was born. And its steady drum beat has been with us ever since.