Youth club: Scotch targets new generation of drinkers

As its traditional fan base ages and consumers become more category-curious, the Scotch whisky industry is recruiting a new generation through flavour innovation, alignment with cocktails and digital marketing. *This feature was originally published in the December 2019 issue of The Spirits Business. Necessity may be the mother of invention but it is also the mother of reinvention; staying relevant to an evolving audience with changing values and interests is crucial to longevity. This is…

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