It is no secret – and no surprise – that the Scotch Whisky industry is looking to reimage itself. While the industry aims to maintain its status as the epitome of quality, purity, and premium in the whisky world, it also needs to appeal to a new generation of drinkers, and that means shedding its associations with tartan-clad Scots, the old boys’ club, and your grandfather’s stuffy drinks cabinet. With Bourbon, Irish, and Japanese whiskies all on a tear, Scotch can ill afford to fall behind, especially as these other whiskies gain favor among younger consumers.
We have already looked at how the industry is introducing bold flavors to reach appeal to Millennial taste profiles, new Scotch packaging designs to better stand out and tell stories on-shelf, and how Scotch brands are repositioning themselves with messages relevant to a new generation of consumers . The last element to be investigated is the new purchase channels and routes to market being embraced by the Scotch industry, and the spirits industry at large.
Purchase
Despite tight regulations on the sale of alcohol brands are getting creative in how they leverage new technologies to get more product into the hands of consumers and the Scotch industry is no different.
The first is the general rise of online purchase options. From simple eCommerce and on-demand ordering to a smattering of whisky of the month clubs, to companies that will curate or offer selections of miniature bottles for sampling before buying, there is more access than ever to a wider range of malts.
