StateWays ■ www.stateways.com ■ January/February 2016 14
bat, VP of marketing for Anchor Distilling Company,
whose portfolio includes Glenrothes, BenRiach, Glen-
Dronach and Glenglassaugh.
However well-respected, the aspirational aspect of
single malt Scotch may be changing. "It used to be that
in the U.S., whisky drinkers started by drinking domes-
tic blends, then traded up to blended Scotch and fi nally
were ready to graduate to single malt whisky," says Max-
ime Balay, Brand Director, Scotch Whisky for Moët
Hennessy USA, whose malts include Glenmorangie and
Ardbeg. "You don't see that
happening anymore; espe-
cially in the U.S., American
whiskeys have disrupted
the traditional journey for
many drinkers."
"We see more people
crossing over in brown
spirits–meaning, if they are
Bourbon drinkers, they'll
try a Scotch whisky," says
Malini Patel, VP of World
Whiskies and Innovation
for Beam Suntory. She
cites Auchentoshan Ameri-
can Oak Whisky as an ex-
ample. It's matured 100%
in ex-Bourbon barrels, so
A
mong whisky categories, Scotch is most
venerable, enjoying a reputation for so-
phistication and elegance. That distinc-
tion, however, comes at a price. And that
price has been rising, to the detriment of
retailers. Single malts are experiencing
solid growth, but aged stocks of liquid are declining. The
result? Non-age statement whiskies, which are generat-
ing controversy. But despite the challenges, messaging
from brands is aimed at enhancing Scotch whisky's repu-
tation among whisky geeks
of all stripes.
DELUXE STANDING
"Scotch is still the pin-
nacle of whisky," says Andy
Nash, Marketing Director
overseeing Scotch whisky
at William Grant & Sons.
The family-owned company
counts Glenfi ddich and The
Balvenie among its malts.
"Scotch is what all whisky
drinkers aspire to."
"Single malt is still per-
ceived as more luxurious
and high end than Bour-
bon," echoes Morgan Rob-
SCOTCH FOR
A NEW AGE
MALT WHISKEY IS TAILORING ITS IMAGE FOR A NEW BREED OF CUSTOMER.
BY THOMAS HENRY STRENK
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