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
Alexander McQueen at auction: What makes a really great piece of fashion?
A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
No female ejaculation, please, we’re British: a history of porn and censorship
Stressed nurses are 'forced to choose between health of patients and their own'
Pornhub: Kim Kardashian's sex tape is the most-watched porn video of all-time
- 1 Nigel Farage: Me vs Russell Brand on Question Time – he's got the chest hair but where are his ideas?
- 2 Harry Potter fans can apply to the Hogwarts-inspired College of Wizardry
- 3 Jessica Chambers: 19-year-old woman 'doused with lighter fluid and burned alive' in the US
- 4 Russell Brand calls Nigel Farage 'poundshop Enoch Powell' in BBC Question Time debate
- 5 Orange Wednesdays are no more
iJobs Food & Drink
£240 - £275 per day: Investigo: Support the global business through in-depth a...
Negotiable: Ashdown Group: Data Manager - MySQL, Shell Scripts, Java, VB Scrip...
£27000 - £32000 per annum: Ashdown Group: Application Support Analyst - near S...
£23000 - £27000 per annum: Recruitment Genius: This successful group of compan...