Malt Marketing – Engaging People and Whisky Online
Promote Your Whisky Brand, Business and Services Online With Malt Marketing
A Whisky Marketing Platform
At Malt Marketing we pride ourselves in helping both aspiring and established whisky businesses market and promote themselves on our bespoke online whisky marketing platform Malt Marketing.com
Marketing and Promoting Whisky Shops, Bars and Events
Since launching in 2012, Malt Marketing has supported a large number of whisky shops, online retailers, whisky bars and events across the modern whisky drinking world. Through online banner advertisements, a bespoke whisky business directory and through regular online features and infomercials, Malt Marketing has helped build brand awareness and consumer engagement for a large number of clients
Working With Iconic Malt Whisky Brands
Malt Marketing continues to work alongside and support many of the most iconic premium scotch whisky brands available today including The Macallan, Highland Park and Laphroaig malt whiskies as well as Japanese whiskies Yamazaki, Hakushu and Hibiki. While providing an interactive and up to date platform from which to showcase premium brands, Malt Marketing also actively engage with brand content through social media further building brand presence and consumer awareness among wider social media networks.
Sourcing Rare and Collectible Whisky
With an in depth knowledge of the retail and secondary whisky market, Malt Marketing is well positioned to help you acquire rare and collectible whisky. Whether you’re a private collector or investor or merely taking your first steps into the world of whisky buying and selling, Malt Marketing can offer support along every step of the journey.
Sell Your Whisky With Malt Marketing
Whether selling a single bottle or all or part of an existing collection, Malt Marketing can offer support through the entire whisky auction process. From arranging collection through to the listing and end payment stage, Malt Marketing work with established whisky auctioneers who ensure a reliable, transparent and seamless sales process.
Whisky Distillery Tours and Executive Chauffeuring Services
As well as promoting whiskey shops, bars and brands, Malt Marketing also works alongside whisky tour operators offering among the finest whisky sampling and tasting experiences at many of Scotland’s finest whisky distilleries. Offering tailored chauffeuring services including hotel and airport pickups, Malt Marketing’s tour partners also offer the very best in luxury travel and distillery experiences across Scotland.
Get In Touch Today
For further details on how Malt Marketing can offer your business support with online marketing and promotion, contact: info@maltmarketing.com
Award Wins In San Francisco For Beam Suntory
Beam Suntory Announces Award Wins at San Francisco World Spirits Competition
BOWMORE WINS SEVEN MEDALS AT THE 2019 SAN FRANCISCO WORLD SPIRITS COMPETITION
BOWMORE 18-YEAR-OLD SCOOPED DOUBLE GOLD ALONGSIDE A FURTHER SIX MEDALS FOR THE FAMOUS ISLAY DISTILLERY
17th June 2019 – Bowmore® Islay Single Malt Scotch Whisky has been awarded a total of seven medals at the 2019 San Francisco World Spirits Competition, including a coveted Double Gold for its 18-year-old expression.
The medal haul, from one of the most significant global competitions, highlights Bowmore’s position as one of the top distilleries in the world, producing iconic single malts that continue to set the bar for the entire spirits industry.
The top awarded expression was Bowmore 18-year-old, which scooped the much-coveted Double Gold for its masterful combination of ripe fruit, dark chocolate and Islay smoke. Cosseted away in the finest, hand-selected oak casks and allowed to mature at its own sedate pace, this bottle is one of the most remarkable, perfectly balanced single malt scotch whiskies of its kind.
Gold medals were also awarded to Bowmore’s 12-year-old and 25-year-old expressions, demonstrating the breadth of quality in the distillery’s production from one of its youngest core offerings to one of its oldest.
The 12-year-old, which reflects the essence of Bowmore, is both complex and perfectly balanced with subtle lemon and sweet heather honey complementing Bowmore’s trademark peat smoke.
The 25-year-old offers a joyful union of toffee and hazelnut, bound together by sweet peat smoke. It is a whisky that has been patiently matured for a quarter of a century in North American bourbon and Spanish sherry casks and is exceptional even by Bowmore’s standards.
Alongside these awards for the core range, Bowmore’s 15-year-old and 18-year-old Travel Retail Exclusives also picked up gold medals.
Bowmore 15-year-old Travel Retail Exclusive is a golden and elegant whisky, exquisitely married in first fill Bourbon casks and hogsheads for a refreshing, inspired and uplifting character.
Bowmore 18-year-old Travel Retail Exclusive is deep and complex. Perfectly balanced, with a dignified maturity through time well spent in the depths of the finest Oloroso and Pedro Ximénez Sherry casks.
David Turner, Bowmore® Distillery Manager, comments: “San Francisco World Spirits Competition is one of the top awards for the industry so it’s an honour to have picked up so many medals across our range. To have been awarded Double Gold for our 18-year-old core expression is a moment I will forever be immensely proud of – it’s superb whisky and having it recognised like this really makes for a rewarding moment for everyone at the distillery.”
Alongside the Double Gold award and four Gold medals, Bowmore 15-year-old and Bowmore 10-year-old Travel Retail Exclusive also picked up Silver medals to round off an impressive showing from one of Scotland’s most esteemed distilleries.
Since its introduction in 2000, the SFWSC has become one of the most respected and influential spirits competitions in the world. And that means that the award is one of the most reliable and universal indications of spirits excellence.
The 2019 Competition was the biggest in its history, featuring more than 3,000 entries. Judges of the 2019 Competition were established spirits-industry experts, including: Anthony Dias Blue (Executive Director), author, editor, publisher, and one of the most influential food, wine, and spirits writers and lifestyle personalities in the U.S.A; Tony Abou-Ganim (Director of Judging), the Master-Mixologist, one of the leading pioneers of America’s craft cocktail movement; David Wondrich, James Beard Award–winning author and longtime
Spirits Writer for Esquire Magazine; Julie Reiner, the renowned bartender who has brought New York’s Flatiron Lounge and Clover Club rave reviews and top rankings among the best bars in the world; and Jeffrey Morgenthaler, of Clyde Common at Portland’s Ace Hotel, named America’s Bartender of the Year and the country’s Best Cocktail and Spirits Writer at the 2016 Spirited Award.
The robust judging process includes four days of highly controlled blind tastings, where the experienced judging panels taste every product to decide if it is medal-worthy. Judges do not receive any information on producer or price point, ensuring each spirit is judged fairly, equally, and without bias.
While tasting, judges evaluate each product on an individual basis—not compared to other entries in the flight. During this stage, judges determine which entries are worthy of a Gold, Silver, or Bronze medal. Entries that receive a Gold medal from all judges on a panel earn a Double Gold award.
More information about the competition and the winners can be found here: http://sfspiritscomp.com/
Limited Edition Release From Glen Scotia Distillery
Glen Scotia Unveil Limited Edition Rum Cask Finish Single Malt
Glen Scotia has introduced a new Limited Edition Rum Cask Finish Single Malt to celebrate its Campbeltown Malts Festival programme.
The festival, which was held last month, showcases all that is unique and special about single malts from the region. In the Victorian era the town was home to more than 30 distilleries and known as ‘whisky capital of the world’.
Today Glen Scotia is one of just three surviving local distilleries and its award-winning whiskies are known for their distinctive Campbeltown character.
To mark its biggest ever festival events programme, the distillery has released its Glen Scotia Campbeltown Malts Festival 2019 Limited Edition Rum Cask Finish.
A 2003 Vintage, this wonderfully peated single malt delivers sea spray and sweetness on the nose, with notes of melted brown sugar, pineapple and citrus fruits developing before delivering a long dry finish, with spice and sweet peat.
Non-chill filtered, it has been bottled at cask strength, 51.3% ABV, to ensure this exquisite single malt is enjoyed as nature intended. Around 9,500 bottles of this highly collectible limited edition release will be available worldwide.
Iain McAlister, Distillery Manager at Glen Scotia, said: “Our new limited edition rum cask single malt offers whisky fans something very special, bringing together the maritime influences associated with Campbeltown and the sweet, tropical notes of rum – another sea-faring spirit.
“As someone who was born and bred in Campbeltown, I am very proud of our distinctive history and heritage. I hope whisky lovers have fun discovering our latest exceptional single malt.”
Hundreds of visitors from all over the world took part in tours, tastings and more at Glen Scotia as part of its packed programme during the Campbeltown Malts Festival. Highlights included tastings at its historic dunnage warehouse and two sold-out whisky dinners held at the Ardshiel and Ugadale Hotels.
The distillery also hosted local MSP Michael Russell to launch its new campaign to recognise Campbeltown, the fifth and smallest of Scotland’s official malt-producing regions, as the ‘whiskiest place in the world’. Glen Scotia is has introduced new branding as part of the global campaign.
To find our more visit www.glenscotia.com.
Edrington-Beam Suntory UK Whisky News
Whisky Category Set To Grow To £2.44 Billion by 2022
Inaugural
Edrington-Beam Suntory UK Whisky Yearbook Forecasts
The whisky category will return to growth over the coming year and, by 2022, will be worth £2.44 billion (up from £2.31 billion in 2018) according to research in the inaugural Edrington-Beam Suntory UK Whisky Yearbook.
The report, designed to be a guide to the trends in the UK whisky market, has been launched by Edrington-Beam Suntory UK to create a comprehensive guide to the key shifts in the category, as well as forecast the underlying trends and their impact.
The research shows that whisky as a whole will grow by £138 million in value in the coming three years – 6% growth over the period – and by over 200,000 cases.
|
2018 (actual) |
2022 (forecast) |
CAGR |
Total change |
Change |
|
|
Volume |
7.44m |
7.65m |
0.7% |
2.7% |
201k |
|
Value |
£2.31b |
£2.44b |
1.5% |
6.0% |
£138.37m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Mark Riley, Managing Director of Edrington-Beam Suntory UK said: “Whisky is one of the most diverse and dynamic of the spirits categories. Our forecast is that it is also one that will see growth over the next three years. Bartenders and retailers tell us that whisky is a key focus for them, with plans to invest in broadening their knowledge and range, ensuring they can accommodate the increasing appetite for the spirit from consumers in both on and off-trade.
“We would like the Edrington-Beam Suntory UK Whisky Yearbook to become a vital resource to track the changes as they happen and to look at the underlying trends in the category – both as a way to understand the market today and to forecast what is to come – as well as to offer insight into how we navigate the challenges and opportunities presented to us.”
Growth in Scotch single malt and US whisky
The principle drivers of this growth are set to be the Scotch single malt category which Edrington-Beam Suntory UK expects to see grow in value from £394 million in 2018 to £439 million in 2022.
The growth will come as a result of new “accessibly priced” single malts in the market and a closing of the price gap between single malts and blends – encouraging more blends drinkers to “trade up”.
At the same time, existing single malt drinkers are showing strong signs of trading up within the category as they explore limited bottlings and premium releases from the biggest names such as The Macallan and Bowmore amongst others.
Meantime, The Whisky Yearbook research also forecasts that American whiskies will see growth to 2022 – up from £688 million in 2018 to £742 million in 2022.
While there is uncertainty over the current tariffs imposed on US whiskies, the report is optimistic that growth will come from the growing “American premium” brands such as Maker’s Mark, Knob Creek, Bulleit and Woodford Reserve, which are helping to add value to the category.
Mark Riley said: “Our forecast is that Scotch single malt and American whiskies will drive future growth, continuing to attract new consumers to the whisky category and successfully appealing to existing customers with new expressions. Both are seeing customers trade-up as they explore the categories, which is supporting the increase in the value and volume of sales.”
Scotch and US Whiskies Volume Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Scotch Blend |
4.78m |
4.77m |
-0.3% |
-14.3k |
4.57m |
|
US Whiskey |
1.72m |
1.72m |
0.1% |
1.7k |
1.81m |
|
Scotch Malt |
0.81m |
0.85m |
3.7% |
30.1k |
0.90m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Scotch and US Whiskies Value Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Scotch Blend |
£1.05b |
£1.05b |
– |
– |
£1.01b |
|
US Whiskey |
£687.89m |
£694.77m |
1.0% |
£6.88m |
£742.23m |
|
Scotch Malt |
£393.86m |
£408.43m |
3.7% |
£14.57m |
£438.76m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Emergent categories in whisky
Further supporting the overall growth of whisky in the coming years will be the smaller sub-categories where growth will be substantial to 2022, according to Edrington-Beam Suntory UK forecasts.
Irish whiskey will grow by £28.5 million from its sales in 2018 to 2022 and is forecast to be worth £163.9 million. This has been largely driven by the category-leading brand, Jamesons, but the wider easing of supply of Irish whiskey into the UK market will support this growth yet further.
The growth of single grain whisky, meanwhile, has been one of the success stories of the last five years and growth will continue as the value of sales will almost double to £42.1 million in 2022 (from £21.5 million in 2018). As with Irish whiskey, a clear market leader – Haig Club – has led the increase, but there are now further brands joining the category which will increase the pace of growth.
Growth in sales of Japanese whisky will accelerate over the coming three years as there is greater volume available for export, as supply has been the only major barrier to its growth hitherto. The total value of sales will rise to £11.7 million by 2022 marking 44.4% growth. Canadian whisky also will grow to become a £9.0 million category over the next three years.
Mark Riley said: “Irish and single grain whiskies have been real success stories over the past twelve months – sharing rapid growth on an already strong base of both volume and value in the market. We expect both to play a greater role in shaping the wider market in the coming years.
“The supply challenges that have arguably held back growth in Japanese and Canadian whiskies have eased. While there remains a challenge securing enough liquid from leading brands from both nations to satisfy UK demand, there is far greater supply forecast and we predict we will see growth as a result.”
Irish, single grain, Japanese and Canadian Whiskies Volume Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Irish Whiskey |
304.33 |
330.20 |
8.5% |
25.87 |
366.41 |
|
Single Grain Whisky |
89.18 |
109.24 |
22.5% |
20.07 |
179.78 |
|
Japanese Whisky |
7.19 |
8.27 |
15.0% |
1.08 |
10.70 |
|
Canadian Whisky |
10.52 |
12.42 |
18.1% |
1.90 |
14.20 |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Irish, Single Grain, Japanese and Canadian Whiskies Value Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Irish Whiskey |
£135.42m |
£147.21m |
8.7% |
£11.78m |
£163.86m |
|
Single Grain Whisky |
£21.51m |
£26.03m |
21.0% |
£4.51m |
£42.15m |
|
Japanese Whisky |
£8.10m |
£9.20m |
13.6% |
£1.10m |
£11.69m |
|
Canadian Whisky |
£6.62m |
£7.86m |
18.8% |
£1.24m |
£9.02m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
The Edrington-Beam Suntory UK Whisky Yearbook will be published annually and can be accessed digitally at: www.thewhiskyyearbook.co.uk
ENJOY LAPHROAIG WITH PICTUREHOUSE CINEMAS
LAPHROAIG LAUNCHES PARTNERSHIP WITH PICTUREHOUSE CINEMAS
The UK’s Favourite Peated Whisky Will Be Featured In Bars Across The Picturehouse Network
June 2019: Single Malt Whisky brand, Laphroaig has partnered with cinema network, Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema through the lens of Laphroaig’s iconic and award-winning ‘Opinions Welcome’ positioning.
Launching in June, this articulation of ‘Opinions Welcome’ is part of a long term strategy for the brand that will introduce the UK’s favourite peaty whisky to a host of new consumers and forms part of the biggest investment put behind the brand. With Laphroaig dividing opinions since 1815, the campaign is the latest to invite people to discuss and share their opinions of the whisky and its unique flavour.
#OpinionsWelcome content will form a key part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings. Alongside this, Laphroaig will be sampled with the thousands of passionate cinema-goers who visit the 25 Picturehouse venues across the UK, allowing them to enjoy a peaty dram in the cinema environment.
Visitors will be encouraged to leave their own opinion of this award winning and much-loved whisky, to feed into the ever-growing bank of unusual and poetic opinions of Laphroaig. Previous opinions include “the perfect gift for someone you love or hate… or haven’t made your mind up about” and “smells like medicine. Tastes like soil. My whisky of choice”.
Alongside sampling, a number of on-screen branded advertisements in 60 and 30 second formats will run across Picturehouse, Everyman and Curzon sites prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions – whether positive or negative.
With Laphroaig listed across all Picturehouse venues, bar staff will receive expert training in all things Laphroaig, enabling them to create the perfect cocktail for consumers including smoky twists on classics with a Popcorn Old Fashioned and Laphroaig and ginger. Training will also enable bar staff to educate guests on this famously unique liquid.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
XX, XX, Picturehouse Cinemas said, “TO BE ADDED BY PICTUREHOUSE”
There will also be brand inclusion within Picturehouse newsletters and the printed magazine. Additionally, digital panel support and members content will showcase the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
BOWMORE SUCCESS ON INTERNATIONAL STAGE
BOWMORE WINS GOLD AT THE INTERNATIONAL SPIRITS CHALLENGE 2019
3rd June 2019: Bowmore has been awarded gold medals for its 15-Year-Old and 18-Year-Old in the Whisky category at the International Spirits Challenge (ISC) 2019. Such an accolade from the ISC is regarded to be the most respected and sought after in the drinks industry, due to the stringent nature of the judging process.
The Bowmore 15-Year-Old and 18-Year-Old passed a scrupulous blind tasting by a world-renowned expert panel of specialist judges to beat strong competition to win the prestigious accolade of gold. The quality of Bowmore’s craftsmanship and liquid is reflected in this superb result.
Matured first in bourbon barrels then Oloroso casks, there’s no finer example of a sherry cask finish than the Bowmore 15-Year-Old. It’s the final three years spent in Oloroso sherry casks that gives Bowmore 15-Year-Old the rich, deep colour and robust warming finish.
Cosseted away in the finest, hand-selected oak casks and allowed to mature at its own sedate pace, the Bowmore 18-Year-Old is one of the most remarkable, perfectly balanced single malt scotch whiskies of its kind. One of the rarest whiskies, bottles of Bowmore 18-Year-Old may be limited, but there’s no end to its enjoyment.
Awards Organiser Justin Smith said: “This ISC grows every year, with producers entering a diverse mix of spirits from across the globe who are looking to benchmark their spirit at the very highest level”.
Chiara Giovanacci, International Marketing Manager Malts for Beam Suntory, commented: “Both the Bowmore 15-year-old and Bowmore 18-year-old are exceptional whiskies meticulously matured and sitting proudly at the heart of our portfolio. To be recognised by such a prestigious and respected awards organisation demonstrates their qualities as two of the finest aged single malts in the world.”
Now in its 24th year, the ISC is the premier event in promoting outstanding quality spirits from across the globe. The competition is founded on a rigorous and independent judging process, which serves to encourage the high calibre of spirits and designs entered into the competition each year. Receiving more than 1,700 entries from nearly 70 countries worldwide, the ISC is a truly global competition. It is supported by many of the world’s leading spirits producers as the international standard for quality and excellence.
For the Tasting Awards, a highly controlled operation is held over fifteen days of intense blind tastings by panels of more than 50 respected and experienced industry professionals. Samples are delivered to the judging area in flights of numbered tasting glasses to ensure the accuracy of the blind tasting. Each judge assesses products according to their age, region and variety which is then determined by the entrant and verified by the chairman.
Such a precise judging process has provided the basis of the strong reputation the ISC has established for rewarding quality and celebrating excellence.
Full results have been released and published on the International Spirits Challenge (ISC) website, www.
On 10th July, the world’s leading drinks producers and design specialists will gathered at The Plaisterers Hall, London for the annual ISC Awards Dinner. Paying tribute to some of the finest spirits, and packaging designs in the world, results for categories are announced with the evening highlights, which include the acclaimed Trophies, Producer of the year, Distiller of the Year, Supreme Champion Spirit and Special Recognition awards.
For more information please contact:
BSI@hopeandglorypr.com
Facebook.com/BOWMORE
Twitter.com/BOWMORE
Instagram.com/BOWMORE
