Include this with your Scotch 🥃
The more the Whisky Industry strives to understand who its customers are, and their connection to the product/brand, the greater the opportunities will be to introduce innovation at every level of the business.
I was born and raised in the Caribbean and fell in love with #scotchwhisky in the early 90’s. A tradition was born whilst I lived there - I would buy a half-sized bottle of #johnniewalker as a treat each pay day! None of my girlfriends drank #whisky, but our parents, grandparents, aunts and uncles did. Yep, the aunties were known to say ‘I’ll take ah scotch’ back then.
My appreciation and love have both grown since moving to Scotland, and my tastes now include #Laphroaig, #Macallan and many other amazing brands. We’re spoilt for choice!
I love seeing opportunities for people to fall in love with the artistry, the sustainability, the land, the global appeal, the everything that goes into producing #scotchwhisky.
Building on #inclusion will attract new people and open doors for those of us who have ALWAYS loved #whisky.
People from all walks of life, gender, ethnicity, ability and regions across the globe have loved Scotch Whisky, but sometimes from afar. Until recent years they’ve not seen a reflection of themselves, and maybe became resigned to the fact that mainly one demographic was celebrated.
There have been brilliant strides to open things up, #Diageo's initiatives often catch my eye. The #Scotchwhiskyassociation has cleverly explained jobs within the industry on the #spiritedcareers site. Some distillery tours are designed with #accessibility needs in mind. How exciting would it be to see more done across the Whisky Industry as a whole?
More pace, more authenticity, more depth of engagement, more everything.
Sounds greedy and impatient? Maybe. But I don’t think it sounds unreasonable.
There’s a wealth of diverse consumers, aficionados, engineers, social media gurus, distillers, sales managers, content writers, artists, bottlers, sustainability experts and Caribbean aunties who want to love your product up close. Let them.
Let inclusion partner with tradition. It will be dynamite!