Whisky reborn as 'the new champagne'
Sunday 01 June 2008
Can single malt, stereotypically the tipple of ageing detectives and Scotch snobs, have street cred? The UK's top brands – and some of our most prominent celebrity drinkers – seem to think so.
Spurred on by a year of record sales, drinks companies are pouring cash into rebranding the drink, billing it as "the new champagne".
Upcoming launches of flashy super-premium whiskies, starting at £300 a bottle, see firms branch out from their traditional consumer base, targeting the young, beautiful, and very rich.
Nor is whisky a male preserve. Female fans include actress Scarlett Johansson and presenter Alexa Chung. Even so, Charles Allen, of drinks group Diageo, which produces Johnnie Walker and J&B whiskies, said: "We know... our whisky is drunk by women, [but] we never try to sell whisky as a feminine choice. It's advertised with F1 racing and the like."
It is no accident that Jameson, the Irish whiskey, chose trendy London members' club Shoreditch House as the venue for the launch on Tuesday of its most expensive whiskey ever. The £295 Rarest Vintage Reserve is aimed at "metropolitan" types, aged 25 to 34. It's all about as far from the traditional profile of a whisky drinker as it's possible to get.
Life & Style blogs
How old is your heart? US research finds three out of four people have hearts five years older than their actual age
iPhone 6s Plus photos: leaks show Force Touch display, subtly altered size
Huawei Mate S and Huawei Watch: new products take on iPhone 6 Plus and Apple Watch
How to discover who your best friends are on WhatsApp - using a tool within the application
What do the emojis on Snapchat mean?
- 1 Huawei Mate S and Huawei Watch: new products take on iPhone 6 Plus and Apple Watch
- 2 More than 11,000 Icelanders offer to house Syrian refugees to help European crisis
- 3 If these extraordinarily powerful images of a dead Syrian child washed up on a beach don't change Europe's attitude to refugees, what will?
- 4 Senior British politicians tell David Cameron: When dead children are being washed up on beaches – it's time to act
- 5 Make your voice heard: Sign The Independent's petition to welcome refugees
iJobs Food & Drink
£25000 - £28000 per annum + 24 days holiday, bonus, etc.: Ashdown Group: Print...
£20000 - £26000 per annum: Recruitment Genius: With offices in London, Manches...
£30000 per annum: Recruitment Genius: Customer and Brand Manager required for ...
£25000 - £35000 per annum + benefits: Ashdown Group: Systems Administrator A...