COCKTAILS and long mixed drinks are helping whisky reach a new generation of consumers.
Ali Goode, marketing manager for whisky liqueur Drambuie, said the category’s versatility is appealing to younger drinkers.
“The category can appeal to younger customers by making the drinks and occasion more relevant to them,” said Goode. “Younger customers are not as inclined to sit and savour whisky after dinner, they are more interested in mixing or enjoying cocktails.
“Drambuie brand ambassador, Bruce Hamilton, recently developed some delicious Drambuie summer serves which include beer and wine and are perfect for sharing with a group of friends. In these, the Drambuie flavours, particularly heather honey (a key ingredient of Drambuie for hundreds of years) are being used to make whisky more relevant to a new generation of consumer.”