Whisky
Slàinte Mhath
(Cheers!) Settle down with a dram of the good stuff as Caoimhe Hanrahan-Lawrence uncovers the secrets of Scotch and Irish whisk(e)y.
Though the exact dates are difficult to
“Australians are becoming increasingly
that in the past whisky has been considered
determine, the Scots and the Irish have been
open to experimentation as the category
an older person’s drink of choice and a
producing whisk(e)y since at least the 1400s.
grows. We realise it’s not a ‘one size fits all’.
confusing category to be a part of – brands
The Gaelic roots of whisky are evident even
There is still brand loyalty, but we are seeing
have done a great job of making their
in its name, which is derived from the Gaelic
a thirst to try something different, whether
products far more accessible and retailers
phrase uisge beatha, meaning waters of life.
that be within your favourite brand’s range
are doing a good job of making the category
Now, Scotland is known as one of, if not
or an entirely new selection,” Chapman said.
easier to navigate,” Bruce explained.
the most prestigious producers of whisky
Many of the people who spoke to
Emma Cookson, Australian Brand
National Liquor News noted a change in the
Ambassador for Bunnahabhain and
Now, modern Scotch whisky must be
demographic of whisky drinkers. No longer
Deanston, has noticed that older whisky
distilled within Scotland, made from 100 per
just the stereotypical older, affluent man,
consumers have been very welcoming to
cent malted barley, and aged in oak barrels for
whisky drinkers are coming from all ages,
the newer category entrants.
a minimum of three years, and Irish whiskey
genders, and economic positions. Mark
“While at the same time I’ve noticed this
is subject to similar regulations. The category
Bruce, The Dalmore’s Whisky Specialist,
acceptance and embracing of modern and
boasts centuries of history and prestige, but
said that this is in part due to brands
younger whisky consumers by the older
even now the landscape is evolving, affected
introducing new strategies to appeal to a
generations of whisky enthusiasts who want
by elements such as changing consumer
wider range of consumers.
to share their love of the spirit with anyone
throughout the world.
demographics and influences from New World whisky markets.
“We are definitely seeing more younger drinkers coming into Scotch whisky. I think a lot of this has to do with our industry
willing and open to listen,” Cookson said. Bruce explained how different categories of whisky drinkers choose their whisky.
A different drinker
working hard to better understand the
“I think the majority of Australian
Australia is quickly developing into a
younger consumer. With those learnings
consumers are buying the whisky brand
mature and experimental market for Scotch
has come a greater emphasis on creating
they know, trust or have been recommended
whisky, as Trent Chapman, Beam Suntory
experiences that drive trial and engagement
to and have begun to build a relationship
Marketing Director Oceania has explained.
in person and on social media. I also think
with,” said Bruce.
54 | National Liquor News
