Whisky Advocate

Cutty Sark’s Jason Craig — In 140 Or Less

November 25th, 2013

Caroline DewarWe’re all Tweeting, expressing ourselves in 140 characters or less. This occasional series asks whisky luminaries to express themselves in the format, but all in one place. Here’s Jason Craig, Global Brand Controller for Cutty Sark. (We gave him the spaces in his answers for free, so they may go a bit over 140…)

What’s the view from your office window?

The River Tay on one side and a large tree covered hill on the other side; the sun is low and the colors are gorgeous.

Not bad; better than a car park, unless you’re fibbing. You take guitar lessons. Frustrated rock star?

Always! Love the idea of it; really annoying that my young daughter makes me look bad though. In 10k hours I would be Slash from Guns n’ Roses; if I had the time, obviously.cutty sark

Might not take that long. You like listening to music and audio books. Compatible with all your travel but running a youth soccer team and going to movies aren’t.

Long haul = movies and work. Driving a car = audio books. Air travel means showing up for football matches in a suit sometimes; lots of abuse, i.e. “check Mourinho out!”

So cruel! You’re a sociable guy: good choice for a brand created for making cocktails. Lots of nights in bars necessary? 

Cocktail bars, late nights, interesting drinks and people: all for understanding the consumer and the trade. Sometimes wish my family or friends were there though.

Planes, Trains & Automobiles! Cutty Sark has great history. Good to see a brand promoted for mixing and cocktails. Do you have a favorite?

I think that classics are classics for a reason. I love an Old Fashioned. Got to be made the old school 6 minute way though…if I have the patience.

Old school way? Tell us more.

Not using gum syrup: taking the sugar, crushing it and letting it dissolve in the glass. Love the theater and anticipation of it. Bartenders don’t get enough credit!

Agreed. Some great cocktails on Cutty’s website, classics and new. Where did all the recipes come from?

We have a lot of pals associated with Cutty, the brilliant Maxxium Mixxit team – Wayne, David, Amanda, plus Gary “Godfather” Regan in the states who makes good soup too!

Cutty in soup might be nice! I’d like to try some of these myself but don’t know what size of measure a “shot” is. Any idea?

The only thing that goes in soup is a spoon or fresh bread… A shot is 25ml in grown-up countries or the 2 fingers approach in less formal places…I much prefer the latter.

Great – we’ll all try that size. Does Cutty’s usage message for mixing mean younger drinkers than average? Does that depend on market?

Most brands’ target audience age is 25+. Cutty drinkers, men and women, are already that age. Our approach aims to keep it that way! Blow away the Scotch whisky cobwebs.

I endorse that, wanted to see it for ages. A lot happening on Cutty in recent years. New pack, age extensions, Storm, Tam O’Shanter, Prohibition. Biggest challenge?

Our brand is young and cool, offers so much, loved by millions and the quality is exceptional. Biggest challenge is not taking it too seriously.

Certainly an old brand but a cool image. Some fun promotions too. The giant crate? Please tell more. Was it only London?

Cutty Cargo. Giant wooden crate, London, 380 writers, consumers, influencers – 9 acts, great food, brilliant drinks – the best emerging talent from London – NYC next.

Terrific. And Speed Rack for women bartenders. Open to misinterpretation?! Or intentional wordplay? It’s a nice idea.

I think they are brilliant. Speed Rack is a cute play on words, they raise money for breast cancer and are up front about it. We love them.

Seems the older whiskies = dumpier bottles. Tam O’Shanter pack very different from main blend, as is the whisky. What were you seeking to achieve there?

Start with the story behind the name. Dumpy allowed the etched illustration to wrap round the bottle, liquid and pack awards enhance the whole brand. Maleficent dram.

Assume you mean the Cutty Sark reference in the poem. But where did the liquid take the brand? I bet [master blender] Kirsteen Campbell had fun.

Yes the name comes up in the poem. Kirsteen, please blend 25yo Macallan, Highland Park and Glenrothes and several others…the result proved we are “A” league whisky.

Indeed they did. Cutty Sark is back in the UK after some years’ absence. Why now?

Blended scotch growing, cocktails are growing, Cutty Sark is  a perfect base for mixed drinks and classy cocktails: we asked, they said yes! Long overdue – sorry UK.

Seems reasonable. Cutty Sark Prohibition is about to reach US shores. Any big launch plans? And going forward?

Prohibition is landing (legally now) in the US and many other markets too. Launching in our Cargo Crate in NYC early 2014. Might be some fedoras and passwords needed!

Maybe follow up with Gangster’s Moll and St. Valentine’s Day Massacre. Seriously, any other expressions coming?

Oh hell yeah, we have around 6 killer ideas all being tested just now. Our “Spirit of Adventure” means that we can play at the edges of the category. Watch this space.

Will do. On a different tack (but marketing and personally relevant too), social media: friend or foe?

Definitely friend, gotta play there, gotta speak to our consumers, gotta embrace their world, not make them embrace ours. I love technology which keeps you in touch.

You travel a lot. If not living in God’s own whisky country where would you be? Why?

I love cities and mountains/lakes but need technology.  Love Japan: they combine all that, have great food and ancient history. Be like “Lost in Translation” though.

And they drank whisky in that movie! Your desert island dram? Doesn’t have to be a brand you’ve worked on!

Ouch! Hard question. Which of your kids do you love more? Highland Park 18yo. Loved it before I worked on it and still do. Orcadian Nectar….and it is in Cutty 18yo too!

And we’re done. You’re a star – thank you. Any few last words you’d like to add?

Just that our mission is to ensure Scotch whisky is for everyone and to blow up so many of the rules and regulations.

2 Responses to “Cutty Sark’s Jason Craig — In 140 Or Less”

  1. Ol' Jas says:

    This has some interested tidbits, but I don’t understand the purpose of the limited-character format. All it seems to do is force people into poorly developed, elliptical expressions of their ideas. See the exchange about Tam O’Shanter. Huh?

    On an unrelated flipside, I get a big bang out of anything to do with this guy because we share the same name. How fun to open up your favorite whisky blog and see your name in the title!

    -Jason “Ol’ Jas” Craig

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