Top 10 spirits marketing moves in July 2020

From food and whisky pairings with Scotch brands Ardbeg and Glen Moray to a 24-hour celebration of rum, we roundup some of the best spirits initiatives in July. A number of spirits brands got creative online last month including Slingsby gin, which created a virtual version of its gin experience online, and Welsh whisky brand Penderyn, which launched a series of digital whisky tastings. Meanwhile, American rapper Pitbull became the latest star to join a…

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What’s on this weekend

Ardbeg Smoke Sessions Islay distillery Ardbeg has partnered with DJ BBQ to create an online series that will guide food and drinks lovers through creating barbecue dishes and smoky whisky cocktails at home this summer. The Smoke Sessions will see DJ BBQ – also known as Christian Stevenson – show consumers how to apply the rules of ‘smoke, wood and heat’ to create barbecue dishes and drinks using Arbeg whisky. Fans can tune into a…

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What’s on this weekend

Mackmyra & friends Every Friday at 6pm BST on Facebook Live, Swedish whisky brand Mackmyra hosts a 30-minute cocktail-making workshop, hosted by its UK brand ambassador, Kamil Csonka. This evening (3 July), Csonka will look at two of Mackmyra’s seasonal whiskies and compare the summer and winter flavours. He will also demonstrate how to make two cocktails using the Appelblom (apple blossom) and Vinterglöd (winter glow) whiskies.

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Glen Moray matures single malt in Madeira casks

Speyside distillery Glen Moray has expanded its “experimental” Elgin Curiosity range with the launch of a limited edition single malt matured in Madeira casks. The new Glen Moray Madeira Cask Project whisky was fully matured in ex-sweet Madeira hogsheads for 13 years and 10 months. Seven Madeira casks were laid down in 2006 in the Elgin-based distillery’s Warehouse 1, home to the site’s maturation experiments. The casks were discovered by Kirstie McCallum, Glen Moray’s head…

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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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