Whyte & Mackay recently introduced a new blended Scotch whisky that aims to entice younger drinkers by doing away with some of the traditional characteristics that the spirit is associated with. As the Scottish company notes, "our research showed us there are younger consumers drinking across several categories but avoiding Scotch because they’re put off by traditional category cues."
'Woodsman' is aged in new oak casks from Ohio and previously used Bourbon barrels double-scorched in Scotland to provide greater depth, as well as a rich flavor profile with hints of vanilla, spice and woodsmoke. Whyte & Mackay recommends using the Woodsman for the making of classic cocktails or mixing it with either ginger beer or cola.
Why This Trend Is Growing
- Nontraditional Spirits
- Opportunity to create innovative whisky products that break away from traditional norms and appeal to younger consumers.
- Targeting Younger Drinkers
- Disruptive innovation potential in developing products specifically tailored to attract and engage younger consumers in the whisky market.
- Alternative Aging Techniques
- Opportunity to explore new methods of aging whisky, such as using different types of casks or double-scorching, to create unique flavor profiles.
Industries Being Reshaped
- Alcoholic Beverages
- Innovation potential for alcoholic beverage companies to create nontraditional spirits that appeal to younger consumers and expand their market share.
- Cocktail and Mixology Industry
- Opportunity for cocktail and mixology professionals to experiment with nontraditional whisky spirits and create innovative and exciting drinks.
- Whisky Distilleries
- Potential for whisky distilleries to explore alternative aging techniques and create new whisky products that break away from traditional methods.
