Scotsman reports about the introduction of a new range of Scottish whisky, ironically inspired from Australian Wines or Australian wine marketing techniques. Reports provide that Fife-based Wemyss Development Company is going to cater to customer’s perception about hard drinks with three blended whiskies namely, The Peat Chimney, The Spice King and The Smooth Gentleman.
The reports claim that the names of the whiskies depict the taste profiles of the whisky, conducted by industry’s taster Charles Maclean…quite crude. To quote Wemyss chairman William Wemyss:
There is so much terminology within the industry – vatted, blended and single malt – that it is often very confusing for the consumer. If you put Chardonnay on the label, people know what it tastes like. With our taste description, buyers know it’s smooth, they know it’s spicy, they know it’s peaty, rather than a crusty old distillery label that nobody has ever heard of.
I wonder since when has Scottish malts need to fall on the marketing techniques to a very different niche of Australian wines. Is the Scottish Whisky market crumbling? There can be many angles to this move of a particular industry, which has remarkable potential to grow based on single malts, vetted and blended whiskies. However, it is creative enough to name the whiskies as per their flavor, but not at the backdrop of a consumer who has a thorough knowledge about his choice of whisky.
