The Scotch whisky industry and its sales have seen many ups and downs over its history. The last two decades have certainly been on the “up”. However, there are some signs around that the tide might be turning, and perhaps there’s a “down” looming on the horizon. Let’s take a look at some of these signs and whether the industry should be worried….
In many forms of pop culture and entertainment at the moment, there’s a fine yet increasingly blurry line between nostalgia and recycling. Witness the recent Top Gun sequel: Many have argued (correctly) that it borrows far too heavily from the original. Was this lazy, uninspired thinking by the producers – or a calculated ploy to cash in on the public’s fondness and nostalgia for the original? (One suspects a combination of both!) The same could be said for so many other big screen and little screen productions – it’s a seemingly endless line of sequels or spin-offs. I assume it’s only a matter of time until the Fast & Furious is somehow worked into the MCU? And when reality TV shows have to rely on getting previous contestants and winners to come back for a “fresh” season, you KNOW there’s a serious dearth of new ideas.
Whisky, it seems, is not much different. The names of certain branded expressions or releases that were retired many years ago are back in service again. (For example, Macallan’s “Gran Reserva” and Exceptional Special Cask labels, or Diageo’s “Singleton” appellation, etc). Other buzzwords are being re-applied to countless expressions and releases that are actually just the same product that’s always been on the shelves, merely dressed up in new clothing. (You can play whisky word bingo with the following: “Reserve”, “Harvest”, “Choice”, “Vintage”, “Barley”, “Vault”, “Sherry”, “Warehouse”, “Loch”, “Rare”, “Wood”, and “Cask”). Oh, for the days when brands just had a 12yo, a 15yo, and an 18yo!!!
But how effective is all this recycled – even “upcycled” – marketing? Can the industry really afford to be re-dressing old ideas?
Continue reading “Is the tide turning on the Scotch Whisky industry?”