Tag Archives: Wild and Magic Islay

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…. 

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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…..!

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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….!! 

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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
Nov. 05.

Terroir ~ in Gaelic, is Anam an Fhearainn ~ Soul of the Land

Favours Galen & Ling

 

Barley grown in a field in Bridgend, Islay in 2013

TERROIR : of the land

Anyone who thinks there is no such thing as terroir misses understanding themselves and our world.  Barley, water, peat, yeast, copper, people ~all come from the land.

In making whisky ~ everything is provided by the earth, by nature herself ~ barley, earth to grow it in, people to sow it, tend and harvest it, water to soak it and let it germinate, yeast to react with the sweet barley water, wooden wash backs to ferment the wash in, copper stills to distil the wash and spirit in, peat to burn to toast the barley ~ all from Mother Nature. 

Stone built warehouses to keep the drams in, wooden casks for maturing whisky made from oak trees from all over the world, glass made with sand from ground down stones and shells for the bottles, and paper made from trees for labels and packaging. The people required at every step of the way, their skills, their attitudes, their passions and compassions ~ all from Mother Nature.

The weather conditions and geology which influence flora and fauna, which in their balanced relationship with each other made a perfect location for people to farm there ~ eg  Kilchoman, Lagavulin, Laphroaig.

Because they farmed there they grew barley. When they harvested they had grain for making flour, animal feed, to plant again the following year, and to make whisky.  People chose land that was fit for purpose. Their lives grew out of what was there. They were shaped by that land, and in turn produced that which was shaped by the land and the people of that land engaging in an interactive, reciprocal relationship.  Their society was formed by their habits in that land. Their interaction with that specific landscape and animals therein shaped how their language became, what food they ate, what they drank. 

So, concisely;  the geography, geology, flora and fauna created what would happen there; what settlements, what habits of human behaviour, what language, what skill sets, what creativity.

Next, the distilleries became bigger than the farms. There were piers where puffers brought coal for the fires to heat the stills, bringing casks to store whisky (in those days people made whisky from the outset) taking excess whisky away, bringing in extra barley; the moving and shaking of that place.

Each area created a different whisky as each area had different sets of characteristics ~ the characteristics were in the people, too; the habits they had in distilling, their traditions and customs of living, the specific skills they had, the shape of their buildings, where they were located in the landscape. The weather they received influenced what clothes they made, what food they ate, what they drank, when their streams went dry, where was best to store grain, the particular time things were done. All these particulars are shaped by the landscape in which they take place. And all these particulars allow the spirit of a landscape to produce something unique. The energies specific to a landscape produce things unique to that area.  This is what is meant by terroir.  In Gaelic, we call it

Anam an Fhearainn ~ Soul of the Land.

 We believe Anam an Fhearainn matters  

~ not just in whisky: it matters in EVERYTHING.

Pronounciation : Anam an yerr-ane   ~  Anam (as in Adam)  ane (as in plane)

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Whisky For Girls ~ washbacks to slingbacks 009
Oct. 22.

DRINK WHISKY, SPEAK GAELIC

UISGE BEATHA  ~ water of life ~ whisky

Whisky for Girls Whisky Wheel

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 Cuibhle Blaise or Cuibhle Bhlas ~ FLAVOUR WHEEL 

 duilleagach ~ LEAFY 

 flùranach ~ FLORAL 

 measach ~ FRUITY 

 cùbhraidh ~ FRAGRANT 

 leathair ~LEATHERY  

 mar thombaca ~ TOBACCO 

 toit – fhiodha ~ WOOD-SMOKE 

 ioc-shlàinteach ~ MEDICINAL 

 ròiseideach ~ RESINOUS 

 giuthasach ~ PINE 

 bhanillan or mar bhanilla ~ VANILLIN 

 mil ~ HONEY 

 ìmeach or mar ìm ~ BUTTERY 

 cnòthach ~ NUTTY 

 rubaireach ~ RUBBERY 

 mar fhèoil ~ MEATY 

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SULPHURY ~ mar phronnasg

OIL-ASSOCIATED ~ co-cheangailte ri ola

SWEET TASTE ~ blas milis

WOOD ASSOCIATED ~ co-cheangailte ri fiodh

PHENOLS ~ phionoil

FEINTS ~ pheintean

ESTERS ~ eastaran

ALDEHYDES ~ aldehaidean

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 next week we will have a  video SAYING/PRONOUNCING them whilst doing a tasting..………. 

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SLIDERIMAGE 2
May. 19.

WHISKY FOR GIRLS SONG

Whisky for Girls have had a song written specially for us.

The very talented singer songwriter Pauline Bradley https://www.facebook.com/Pozzyb 

 

has written a song for us called Whisky for the Girls

It is sung to the tune of Whiskey in the Jar ~ and it is great!

It tells the story of a girl meeting Captain Flannel and he takes her to a party,  but he is a bit salacious,  and  there is no whisky, so she leaves.

She travels further and meets a guy who takes her to an ale house but still no use as there is no whisky, so she leaves.

She then sees a woman standing like an angel with a glass of whisky, or is she a rebel?

So, she follows her and goes to a brilliant party where they are laughing and dancing and drinking whisky.

And they sing ~ It’s Whisky for the Girls!

Pauline came to Islay for a couple of days this week, had a tour round the distilleries and sampled a few choice drams.

She played music where ever she went. We had a wonderful time.

Whisky for Girls and Pauline intend to record the song ~  perhaps with a couple of skirls of the pipes thrown in for good measure.

The song will be available on cd and as an internet down load.

 We will keep you posted as to when it will be available to purchase.

Whisky for Girls thank Pauline Bradley very much for writing this wonderful song for us ~ and more importantly;  becoming our friend.

We will be singing this song for years to come ~ in Islay and all over the world!

 Myself and Pauline toasting the song @ Bruichladdich Distillery. Notice the piece of paper on the table near Pauline’s hand?  ~ That is the very special song sheet!

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