Well, show me the way
To the next whisky bar
Oh, don't ask why
Oh, don't ask why
Some of they lyrics to that famous Doors song seem particularly appropriate for this story: Well, show me the way/To the next little girl
In an attempt to attract 20- and 30-year-old drinkers, Scotch companies have turned to sex appeal and "simplified" whiskies, according to the Telegraph:
Ian Macleod Distillers, which manufactures Glengoyne malt whisky, is sponsoring an art exhibition in Glasgow, entitled "Sex and the Truss" which runs until July 24.[snip]
The Easy Drinking Company, founded last October and part-funded by the owners of the Famous Grouse whisky blend, has brought out three whiskies in alcopop bottles with simplified labels. They are called The Rich Spicy One, The Smokey Peaty One and The Smooth Sweeter One. Critics have already dubbed them "maltopops".
Of course, the move has attracted some criticism from more old-fashioned drinkers, but as one noted, anything that saves the Scotch industry -- which has seen declining sales for years -- is a good thing.
I find this strategy interesting, but to really evaluate it, would need a case of, say, the Smokey Peaty One shipped to me immediately. If a bottle of Laphroaig, or one of the older Ardbegs found its way into the box (for comparision's sake, mind you), I probably wouldn't complain.
