THE boss of Spencerfield Spirits, the Fife-based independent whisky firm, has called on distillers to be bolder in their attempts to draw young adult drinkers to the category.
Spencerfield has been raising awareness of its quirky Sheep Dip and Pig’s Nose brands with an intensive sampling programme aimed at 18 to 35 year olds in bars in Edinburgh and the London districts of Hoxton and Shoreditch, as well as at events like the Boutique Bar Show. It has also been promoting the brands in cocktails.
Founder Alex Nicol, formerly of Glenmorangie, told SLTN the industry “can’t keep doing kilts and heather” if it wants to engage a younger audience.
“You have to appeal to young people on a different level,” he said. “I used to rail against cocktails but it is the way to go – you do need to embrace the cocktail revolution.”