Ian Buxton has a bit of a shout about the persistent idea that Scotch whisky marketing is all tartan and bagpipes.
I’m beginning to wonder if my fellow scribes haven’t watched too many episodes of Mad Men. It pains me to say it, but some of them appear stuck in the 1960s as far as whisky marketing is concerned.
Now I know I’m a grumpy, middle-aged (at best), white male and that automatically disqualifies me from having an opinion about anything, but I’ve got to get this off my chest, because the same tired old clichés keep appearing. It’s lazy writing and it’s neither right nor fair. This is the myth that will not die. Watch out: you’ll see it again and again.
Whisky ads evoke “scenes brimming with tartan and sheep dogs, the chilly Scottish hills” according to one recent article. And here it is again: “the iconic image of an old man sipping neat whisky, preferably in a tartan kilt by the fireside, somewhere in the Highlands, has been used time and again by whisky brands.”
But really? When was that, then? We haven’t seen the old boy by his cozy hearth for at least 30 years! As for tartan, I flicked through the current issues of three different whisky magazines to see what I could find. Not a scrap of the stuff in sight. No kilts. No plaids. And what’s more, no old men either, no bagpipes, and only a distant glimpse of what might have been a fireside.
Perhaps it’s all to be found online and on our TV screens. So I took a look. Johnnie Walker’s film The Man Who Walked Round the World seemed a good place to start. It begins with a misty glen and a kilted piper. Maybe it’s all true then? Except that he lasts about 30 seconds, whereupon in strides a cross-looking Robert Carlyle, who snaps “Hey, piper! Shut it!” And that’s the last we see of him.
Now given that Johnnie Walker is the best-selling and most heavily advertised Scotch whisky in the world you’d imagine they’d be as guilty as anyone of living off the tartan-clad clichés that seem to obsess my colleagues. Not if their stunning TV commercials are any guide; work such as Android, Leap of Faith and Take the First Step (check them out on YouTube) are incredible pieces of film-making, far removed from the land of hills and glens. Not to mention F1 sponsorship and their stylish luxury yacht Voyager.
Maybe it’s lesser brands? William Lawson’s is a blended Scotch doing well in Europe and making huge gains in Russia’s burgeoning whisky market. Their TV work has plenty of kilts and strong, silent men. But again, check it out. It’s an unusual take on a kilt that has Sharon Stone giggling, that’s all I’ll say. And by all accounts, the New Zealand rugby authorities weren’t impressed with Lawson’s Haka commercial.
Fact is, Scotch whisky marketing moved on from tartan, bagpipes, and heather and weather years and years ago. Brands like Cutty Sark take pleasure in exploding that image, literally blowing up a cozy study, complete with decanters, leather armchair, and fireplace before going on to host parties in London’s trendy Brick Lane with a hip crowd of edgy artists, DJs, and burlesque stars.
Scotch isn’t conquering new markets, engaging with new audiences, and defining itself as the spirit of the age by living off past glories. So let’s let go of the clichés. Scotch isn’t for old men.
Except for me, obviously.