Why is Scotch Slumping?
VinePair Podcast
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Challenges in Scotch Whisky Marketing
This chapter examines the Scotch whisky industry's current struggles, highlighting declining sales and the impacts of marketing strategies that prioritize cocktail use over traditional sipping. It contrasts the consumer dynamics between Scotch and bourbon, emphasizing the importance of blended Scotch as an entry point for new drinkers. The discussion also addresses the effects of evolving consumer behavior, particularly post-pandemic, and suggests a return to Scotch's historical marketing roots to regain its distinct identity.
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