As a Creative Drinks Agency, staying on the pulse with the latest happenings within the industry is key. Lately, we hit up Whisky Talks, an event spotlighting the incredible innovation, trends and traditions shaping the category. With speakers from dynamic newcomers like Edinburgh’s Woven Whisky to global drinks brands including Bowmore, Ardray and Glen Garioch, the day was packed with thought-provoking discussions and insights.

This year’s event featured four engaging session:

1.     Is ‘blended’ still a dirty word?

2.     Why are we obsessed with luxury and celeb whiskies?

3.     The history of cask innovation

4.     What do whisky consumers actually want to buy?

Here are our key takeaways from the most captivating conversations:

Is ‘Blended’ Still A Dirty Word?

Historically, in the Scotch category, blends get a bad rep – viewed as the underdog to single malts. However, blends are carving out their own niche and gaining global traction.

Historically, blended Scotch rose in popularity partly because single malts at the time were often heavy, oily/smoky in character and inconsistent in style, meaning that one cask differed in flavour to the next. Early whisky blenders – many of whom were local grocery store owners, like Chivas Brothers in Aberdeen began to bring these disparate casks together, and saw an opportunity to create blends that offered smoothness, and a consistent flavour profile.  

Throughout the session, it became clear that history and art of blending are forgotten stories, untold by marketeers. It's our job to sell the story and showcase the liquid value through the skill, time and effort involved in the blending process. 

We also learned that the bartending communities are pivotal to the reinvigoration of blends. Flavour driven with an eye for quality these individuals are more receptive to incorporating blends into cocktails then the typical whisky drinker and using their own artistry and creative flair can bring a forgotten spirit back to the masses. 

Why are we obsessed with luxury and celeb whiskies?

Premiumisation has swept though every category within the drinks industry, but whisky has seen the steepest price increase over the last four years. Why? Buying luxury whisky buys people status, knowledge and a piece of liquid history. 

However, the success of premium whiskies isn’t automatic. Brands must invest in training, advocacy and experiences to truly thrive and drive sales. Brand partnerships must offer consumers something that they cannot get anywhere else whilst remaining rooted in history, heritage and authenticity. 

As for celebrity partnerships, well, they aren't necessarily for the longstanding whisky fanatic. But they do bring new cross category drinkers into a new space. 

One stand out example, is Nick Offerman's partnership with Lagavulin. A partnership built on organic authenticity. Offerman’s character of Parks and Recreation famously loved the whisky creating a connection between the actor that consumers naturally resonated with.

What Do Whisky Consumers Actually Want to Buy?

Focusing on local markets, the panel explored shifting consumers priorities in specialist whisky shops. One key emerging trend is thoughtfulness. Consumers are opting for tasting experiences to try five incredible drams for £30 before making a bottle purchase down the line. This approach not only drives trial but builds consumer trust and loyalty. Whisky brands can use these creative strategies to leverage these moments to introduce unique stories behind the liquid and expand brand awareness beyond international high investment campaigns.

Whisky Talks was a fascinating deep dive into the ever-evolving industry. It left us inspired us as Drinks Marketing Agency to think about how we can better educate, engage and excite consumers about our client’s brands across global markets.

Did this leave you feeling inspired? If we can support with any of your drinks brand needs please do not hesitate to get in touch.