A Tale of Cake taps into Glenmorangie’s sweet side

The Glenmorangie Company has unveiled a new single malt Scotch, Glenmorangie A Tale of Cake, as part of a new series of whiskies. The limited edition expression was the result of Glenmorangie’s director of whisky creation, Dr Bill Lumsden, experimenting with Tokaji dessert wine casks. Glenmorangie A Tale of Cake is said to evoke memories of when Lumsden would bake with his granny and the pineapple upside down cake his daughter made him for his…

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Unmissable Scotch distilleries to visit

Covid-19 might have scuppered a summer’s worth of tourism for much of the UK, but with restrictions continuing to ease an increasing number of Scotch whisky distilleries are now reopening to visitors. Here, we look at 10 sites worth making a stop for.  It might not be business as normal, but there are plenty of distilleries open for business and waiting to welcome you once more, with a range of Covid-safe measures in place. The…

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Spirits initiatives championing sustainability

From single-use plastic to endangered species, the spirits sector has made great strides when it comes to saving the planet through bold campaigns centred on sustainability. Here, we present 10 initiatives tackling environmental issues for World Earth Day today (22 April). Over the past few years, the spirits industry has sought to channel eco-friendly messages through its marketing campaigns in a bid to encourage the world to take notice of important issues such as recycling…

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Top 10 spirits marketing moves in March 2020

Last month’s top marketing moves saw Haig Club become the ‘official whisky’ of David Beckham‐backed football team Inter Miami CF, while mixer brands Double Dutch and Fentimans unveiled female-focused initiatives. Last month, Jameson Irish whiskey celebrated St Patrick’s Day (17 March) with a trek to the “world’s most remote pub”, while tonic water producer Fentimans marked International Women’s Day (8 March) with the launch of its new female-inspired campaign. In sporting news, Peaky Blinder Irish…

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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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