Premium Blend Trend
by Dominic Roskrow
For several years now one highly respected and much loved Scotch whisky global brand director has fought a very loud rearguard action in support of blended Scotch whisky and argued its case vociferously. When he is asked the inevitable question about whether blended Scotch whisky could ever rid itself of its image as a drink only consumed by old men before, during, and after hunting, fishing, and shooting, he’d glare at them, look affronted and then bellow, “What on earth are you talking about?”
His point was and is that while Scottish-centric malt lovers and drinkers in Britain, parts of northern Europe, and the United States might attach a considerable amount of baggage to their view of blended scotch, in many less mature and emerging markets that wasn’t—indeed isn’t—the case at all.
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