VinePair Podcast
Why is Scotch Slumping?
Sep 19, 2024
Joanna, an expert in the Scotch whisky industry, Zach, a market analyst, and Adam, a strategist in whiskey marketing, tackle the declining sales of Scotch whisky. They discuss how chasing new markets may have alienated traditional drinkers and the importance of blended Scotch as an entry point. The trio also explores cultural shifts favoring Japanese whisky and critiques quirky marketing tactics. They suggest reconnecting with Scotch's historical roots to regain its identity in a changing market.
36:28
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Quick takeaways
- Scotch whisky's decline is linked to its mispositioning as a cocktail ingredient, undermining its premium sipping image.
- The rise of Japanese whisky is shifting consumer perceptions, prompting a need for Scotch's marketing re-evaluation to regain prestige.
Deep dives
The Rise of Bottle Battle
A new YouTube series called 'Bottle Battle' introduces a competitive blind tasting format featuring New York City sommeliers. In this show, two sommeliers face off, each bringing their own red and white wines to challenge their competitor, while also tasting a mystery wine provided by the production team. The focus is on creating an entertaining environment where the participants, often friends, engage in light-hearted banter, making the viewing experience more accessible and enjoyable. This contrasts sharply with traditional blind tasting videos, which tend to appeal only to avid wine enthusiasts and can often feel dull.
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