Tag Archives: Scotch malt whisky

Whisky for Girls-page-001
Mar. 27.

Whisky Marketing is so off piste..d

There are two types of people, Buyers & Drinkers. They are  emphatically NOT the same thing ~ although, like a good conundrum, they CAN be the same thing!

The marketing demographic for the new whisky drinker is the 28 year old, uber cool, hipster type. Probably with a beard, maybe with a cagoule…. and that’s just the girls….

The problem here is that this dude doesn’t BUY much whisky…. this character just drinks it. 

 This character is found at whisky festivals making the most of drinking not buying. Any whisky they do buy is on supermarket special, then, having it on show to impress, they are unlikey to share.  The bottle will last for eternity. 

There are two type of buyers ~ the buyers of GLASSES of whisky in bar, and the buyers of  BOTTLES. Some people are both. The hipster buys a good dram for themself  in a bar, to show off ~ they do not buy a round. But they will only buy one. The rest of the time they drink what others buy them.

So, if the marketing demographic are not buying whisky; who IS buying it?

JOE and JOLEEN BLOGS BUY WHISKY.

 They are the buyers and the hipster is the drinker. Yet the marketing objectives target the hipster……?

Same thing upon visiting distilleries. Hipster tours distilleries on the £6 tour. If any whisky is bought it is by whoever has taken them to the distillery with money from their parents.  The people on the expensive tours are not the hipsters. The people on the expensive tours are Joe & Joleen. But who cares for them?

The drinkers are the ones who fill in questionaires, they want attention, they want to be heard. These people are NOT the buyers. Not in the main. The buyers are the ones who come to the distilleries. The drinkers are too mean – Unless it is a festival, then they are there for the freebies. The buyers very seldom fill in market research or forms etc as they are far too busy living life and making money, so they can afford to buy whisky.

The buyers are an overlooked positivity. 

The thinking behind marketing to the hipsters is probably to capture their interests and they will stay loyal, and when they can afford to, they will buy the whisky to which they are loyal. 

Nope, doesn’t work. The hipster is too mean to be loyal. And by the time they can afford to buy whisky there is something new in fashion and as they are a hipster ~ albeit an old one, they want to be seen drinkng whatever is in fashion.

Loyalty with whisky buying is not the same psychology as loyalty in car buying.  A way to develop loyalty is to invoke emotion, invoke a feeling of belonging.  If you do this, people will turn to you, in the same way people will turn to an old friend.

So, what needs to be done is the whisky must be personalised. This cannot be done in isolation. A whisky needs a host. 

The host can be a place, or a person. For example, John Campbell is Laphroaig’s Host. He takes Laphroaig out into the world. People connect with him. They form friendships. Back home, Laphroaig Distillery itself is the Host ~ (and also, David Adams!) The buildings, the location, the friendliness of the staff , all these things act as ‘HOST’.

 Laphroaig have a very loyal following because there are different layers to connect to Laphroaig. Laphroaig do the hipster thing, but they humanise it and connect with the hipster’s family… because after all, they are the ones who buy the whisky the hipster drinks…

The only way to succeed is to share and connect with Joe and Joleen Blogs on a human level. Glasgow Distillery are great at this, they have Liam Hughes. He is the Host. People can’t yet visit Glasgow Distillery, but already people are bonded to it because Liam HIMSELF affords them a ‘place’ to connect to emotionally. 

Jim McEwan was a great host for Bruichladdich. Anthony’s boys are great hosts for Kilchoman when they are out on the road… (be better if their accents were Ilich though, but we can’t have everything…!.) And Kilchoman, itself is the Host when people come to the distillery. It is small and cute enough to be held in people’s mind and heart. People understand the farm distillery and connect on many levels. 

 If you are the hipster setting up a distillery and you are too mean to buy drink and share of yourself, no one will connect with you and your brand will be empty. All these achingly cool, uber trendy start ups will get nowhere unless the team have a real face, a real host. Rolling around with other uber trendy hipsters will not make any money what so ever, as, the other hipsters will be jealous and secretly won’t help  (we can make people ACT like they love us, but we can’t make them really love us…)

Another marketing “off piste d” is the outdated, childish concept of insulting the audience and believing they will still like you. This outmoded psychological programme was failing in the 80’s, even as it was being developed. Telling the audience that whisky buyers are stupid (not the assembled company as you are part of an elite squad….?!) but all others out there; is the pinnacle of an aggressive * large brand*  ‘hit them with a stick and they will like you’ marketing strategy. It is completetly wrong. And it is utterly boring. Not to mention offensive.   Joe & Joleen Blogs are the buyers of whisky –  putting food in our mouths – and we call them stupid….. ?? Everyone should take marketing lessons from Ratners arrogance.

It is this pseudo ‘whisky apartheid’ we are trying move away from.

 Marketing is filled up with spread sheets, data analysing and is so self referential, it has little bearing on what is really happening. 

Perhaps if marketing strategy was seen more as the initial presentation ~ like the catwalk fashions presented by designers, by the time the fabrics etc are brought to the public, they are shaped to meet the people on the street. 

Whisky brands could do the same. Develop multi tiered marketing strategies. One for the introduction of the product; the showcasing, the catwalk level;  one for the brand home, one for the people who are actually going to buy it and so on…

And, most importantly, employ people who actually know about whisky! 

Slàinte!

 

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Whisky For Girls ~ washbacks to slingbacks 009
Jun. 03.

FEIS ILE 2015

Feis Ile agus Dhiura 2015 ~the busiest we have seen yet!  We had extra open days & nights and millions of events ~ 

Friday ~ SMWS Open Day at Islay House ~ with two new Festival bottles……. one from SMWS and one from Islay House 

SMWS Feis Ile 2015

 And the first time meeting a great gang of Whisky Girls from all over the world!

Festival 2015 5

 Next up, Saturday ~ Lagavulin Day

With the Festival bottle put up on German ebay as soon as money changed hands in Islay ~ and the bottle sold out by Tuesday……..  German ebay ~ the life of high finance on Islay….

Festival 2015 12Festival 2015 7lagavulin-1991-2015-feis-ile-2015

Well, Sunday is just mental ~ It’s Bruichladdich Day!

‘The Boss’ hosts his last Master Class for 500 people (but, let’s hope we see him guest hosting tastings in the future…) ~ and some of the Whisky Girls Gang get our photo taken with him

Bruichladdich McEwanMonday is Caol Ila Day ~ weather is not that great, some people take great photos though, and plenty of great whisky is drunk…..

Festival 2015 0Tuesday is Laphroaig Day ~ weather doubtful ~ 200 Anniversary Birthday cake? splendid ~ secret still in the woods? ~ even MORE splendid!

And at night we had a great #whiskyfabric gathering with more bottles and people than you could shake a stick at…

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Wednesday was Bowmore Day ~ and the rain poured from the Heavens ~ but, then so did the whisky! So, I don’t think people minded too much…. 

Festival 2015 20

and Lucci at Bowmore Hotel stocked up on his festival bottles for us all….

2015 Festival Bottles

Thursday is Kilchoman & Jura Day ~ Kilchoman celebrated their 10 Year Anniversary ~ their first spirit came through on 14 December 2005, but the Visitor Centre was open earlier in that year. Richard Paterson represented Jura well ~ as he always does; with his wit and his cigars and his lovely drams….

Festival 2015 6Festival 2015 18Festival 2015 2Friday is Bunnahabhain Day ~ lovely drams, great music, good craic…..

I arrive just as Islay Bart was leaving…. I told him it was nothing personal…..!

Festival 2015 19

Saturday was Ardbeg Day ~ 200 Anniversary ~ lots going on ~ lovely drams, Arbroath Smokies, people from the future, ice bars, tract Tours and drams from probably the most expensive bottle of the Feis ~ 1815 Ardbeg, a snip at £3,000 ~ Bill only bought two…. and Bino only bought three….!! 

Festival 2015 13Festival 2015 22Festival 2015 21

Slàinte!

Thank you to everyone I met who made the week so fantastic. Great new friends and great old friends. We will see you again next year ~ if not before.

And until we meet again ~ 

CelticUBlessingU3A2

Thank you to anyone whose photos are here.  I couldn’t find exactly who took which pic, so please accept my inclusive thanks if you recognise your own.

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Whisky For Girls ~ washbacks to slingbacks 009
Aug. 21.

Still Games from Bruichladdich

When Whisky for Girls (& Guys!) saw the new Valinch from Bruichladdich, we knew we had to get a bottle……

Still Games

As usual the Bruichladdich Team are on good witty form with this offering ~

Still Game is a Scottish Television show which is extremely funny ~ http://www.bbc.co.uk/scotland/tv/chewinthefat/jack_and_victor/still_game/

http://www.comedy.co.uk/guide/tv/still_game/episodes/

Jack and Victor, the main characters, are  two Glaswegian pensioners going about their lives and getting into scrapes.

Calling the Valinch Cask  ‘Still Games’ is witty on so many levels ~ McEwan and McGillivray are still game, Still Games are  what is needed to make a whisky…….

Seeing Jim McEwan and Duncan McGillivray in the style of  Jack and Victor gives the locals such a good laugh, because they are both great comedy duos ~

It is heart warming that these two Islay men ~ icons of the whisky world, have the humour and the self confidence to create this joke involving themselves and icons of the comedy world ~ (some may say it is difficult to know which icons are which…..)

On Friday August 16, Whisky for Girls (& Guys!) took ourselves off  to Bruichladdich to fill a bottle of the Still Games golden nectar.

video of cask filling  ~     http://youtu.be/vvbmiJU53Oc

This dram is 10 years matured in a Port Cask and comes in at 62.2% alcohol by volume ~ so plenty dram for your buck!

The Valinch series from Bruichladdich are individual casks from which members of the public can come into the distillery  and hand fill a 500ml bottle.  My bottle is number 131 out of 450 bottles  from the Still Games cask.

This individual bottling is available until the cask is drained,  then a  different one is brought in and set up for hand filling.  These bottlings are exclusive to the distillery and are not available for general release.

This means you must come to Bruichladdich and fill them yourselves!

Amy worked as a tour guide over the summer before heading off to Jordanhill College to do teacher training ~ she got her own Still Game bottle ~ even more exclusive than mine…..

Her bottle has a picture of herself and apprentice blender, Adam Hannett on it ~ and was signed by everyone in the distillery ~

Amy's Still Games BottleAmy's Bottle

 This is a very strong, dryish dram. I bought it on spec because I loved the wit of the name ~ I haven’t even tasted it…..

So, tasting notes are welome!

Whisky for Girls (& Guys!) had a great time, thanks to Raymondo for taking our video and for looking after us so well, and thanks to all at Bruichladdich for your wit ~ greatly appreciated in these days of such troubles in the world.

We look forward to the next Valinch cask, and hope the name and label makes us laugh as much as this one has ~ it is true what they say:

~ wit sells…….!

http://youtu.be/RGY0GNhT3ys

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SLIDERIMAGE 2
Jun. 14.

A Close Encounter with Malt Whisky

 

 

Gold, amber, copper, silk, velvet …..

some of the words heard frequently at the Islay and Jura Whisky Festival ~ eight days, nine malt whisky distilleries, dozens of drams.

The Isle of Islay, off the West coast of Scotland, during the last week of May every year, is the place to be.

The Feis Ile agus Diura began as a celebration of the music and malts of the islands, and quickly became appropriated by the distilleries as their week. Each distillery hosts an open day. Visitors participate in whisky master classes, food and whisky pairings, barbecues, boat trips, and talks and tastings by blenders, managers and warehouse keepers. Music; local and otherwise, is played through out the day and nights, and dozens of delicious malt whisky expressions are sampled, analysed, discussed and enjoyed.

Many visitors return year after year. Friends are made with people from other countries, with people from Islay,  distillery workers are greeted like long lost relatives. Visitors feel a sense of belonging to their favourite distillery. There are clubs the guests can join. One of the distilleries gives club members a square foot of distillery land. Visitors build miniature wooden houses, and plant trees and flags, on their squares.

This year the sunshine pouring from the sky matched the liquid sunshine poured into the countless glasses held by visitors from Germany, Holland, America, New Zealand, to name but a few.

Islay has a population of around four thousand, Jura has a population of around one hundred and twenty. During festival week these figures more than treble, and unless you have booked accommodation well in advance, you’ll not get a bed for love nor money.

 

Islay is called ‘The Queen of the Hebrides’, she is also named ‘The Whisky Isle’. Islay is a bewitching, fertile island, the most southern of the Westen Isles, being found twenty two nautical miles from Ireland.  Her seven established distilleries hug the sometimes rugged coastline, and, Kilchoman, the new built farm distillery is about a mile inland.  In Islay, at any given time, it is impossible to be further than a handful of miles from the sea.

The neighbouring island of Jura is rugged, with the western side of the island being beautifully uninhabited. Jura has her distillery in the village of Craighouse, where one will also find the village shop, post office and hotel.

Ileachs (collective noun Ilich) ~ people from Islay, say that the only inhospitable thing about Jura is the midges ~ one Islay girl is quoted as saying: ‘the midges in Jura wear tackety boots!’

Jura whisky has a style of it’s own, being distinctly different from the characteristically more ‘peated’ Islays. The generic brand, Islay Malt Whisky, is famous the world over. Whisky lovers and enthusiast flock to the islands each year to purchase the limited edition Festival Bottles.  People even queue over night to ensure a purchase.  Locals are bemused and amused by the enthusiasts, and in measure respectful and scornful of the avid collectors who appear sometimes to have more money than sense.

The whisky is old, new, fresh, fruity, peaty, golden and plentiful. Anyone who says they don’t like whisky hasn’t yet found their dram.

In the past, whisky could be rough, coarse, and perceived as a man’s drink. Now, it is sophisticated, classy, complex, and a sensate experience enjoyed in equal measure by both sexes. Indeed, one Islay distillery boasts that they produce, ‘The world’s sexiest whisky!’

The week of the Islay and Jura Whisky Festival is an occasion to immerse oneself in malt ~ literally. The air around one smells of vanilla, spice, peat smoke, fruitcake. The liquid one drinks is velvet smooth with a short finish, dry with an amazing complexity, strong, light, soft and as varied and different as the dozens of people around you sharing the experience.

Some people call this liquid and this experience:

 Malt Whisky.

The Ilich have a better name for it ~

 they call it the Water of Life ~ they call it Uisge Beatha.

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