From celebratory drinks with friends and coworkers to a dram at Hogmanay, the festive season has long been associated with whisky.
And while there are many pub and bar customers that will happily sip a dram all year-round, brand owners reckoned the festive season is likely to bring an uplift in interest once again.
“The festive season provides ample opportunities for social occasions, from office Christmas parties to family gatherings, where whisky tasting and cocktails become more common,” said Iain Forteath, master blender at Angus Dundee Distillers, the company behind the Tomintoul and Glencadam distilleries.
“This social consumption allows bars, pubs and restaurants to recommend new flavours and expressions to casual drinkers who may not otherwise explore the category.
“The rise in whisky-based cocktails also contributes to making the spirit more approachable for those who might shy away from neat pours.”
In fact, Forteath described the upcoming festive season as ‘a unique opportunity to spotlight whisky’.
“December is also a time when customers are more likely to try something new, especially in a celebratory atmosphere, so whisky flights are a perfect way to encourage exploration,” he said.
“This, coupled with the knowledge of staff and cultural association, can help immerse guests in the heritage of Scotch whisky.”
While the end of the year is obviously a big time for gifting – and whisky always a popular choice for Christmas gifts – this can actually have a knock-on effect on the on-trade, argued Jaclyn McKie, marketing manager at Isle of Arran Distillers.
“Generally over the festive period more people are gifted whisky and are keen to try new serves and drinks by the dram in social settings with friends,” she said.
“Obviously, it’s wintertime and colder weather definitely lends itself much more to cosy pub environments where you can afford to take your time to try different whiskies that you might not have tried before – richer flavour profiles that match the flavours of the season.”
McKie said bar staff should be prepared to ‘make recommendations for whiskies that are little bit out of the ordinary’ during the festive season.
“Offer consumers the chance to try a flavour profile that is unexpected for them,” she said.
That was backed up by Kevin Cairns, UK business development manager at independent bottler Murray McDavid, who said education is one of the most important factors in maximising whisky sales at this time of year.
He encouraged operators to “know your products and ask your customers what their needs and requirements are”.
There’s also something to be said for making things easier for customers – particularly at busier times.
William Dobbie, managing director of Isle of Raasay Distillery, said: “Having a malt of the month is a great way to attract new whisky consumers, particularly in the colder months.”
And while Scotch whisky has a traditional link to the season – and Hogmanay in particular – Ryan McFarland of Drinksology Kirker Greer said Irish and American whiskies can appeal to “those looking to experiment with less traditional styles”.
