Taisteal Whiskey Aims to Break Whiskey Traditions
Justin Lam — October 15, 2018 — Lifestyle
References: taisteal & thedrinksbusiness
Single malt Scotch whiskey is rarely considered when crafting cocktails, but Taisteal whiskey is hoping to be the exception by positioning itself as a spirit for blending. Specifically targeting the cocktail scene, this whiskey has already cracked into Hong Kong. According to Joe Milner, managing director of Hong Kong-based wine and spirits company Milestone Beverages, “Traditionally, whisky enthusiasts would consider it wrong to put a single malt Scotch into a cocktail. Taisteal is here to change that perception by providing Millennials a pass to enjoy single malts."
The release of Taisteal whiskey follows a growing cocktail craze that aims to undermine the perceptions commonly held by whiskey purists. Aimed more towards younger drinkers, Taisteal whiskey wants to provide Millennials with the opportunity to enjoy exceptional scotch within conforming to antiquated traditions of the category.
The release of Taisteal whiskey follows a growing cocktail craze that aims to undermine the perceptions commonly held by whiskey purists. Aimed more towards younger drinkers, Taisteal whiskey wants to provide Millennials with the opportunity to enjoy exceptional scotch within conforming to antiquated traditions of the category.
Trend Themes
1. Cocktail-focused Scotch Whiskies - Taisteal Whiskey aims to disrupt the traditional perception of single malt Scotch whiskey as not suitable for cocktails.
2. Blending Single Malts - Taisteal Whiskey taps into the trend of blending single malt Scotch whiskey with other ingredients to create innovative cocktails.
3. Appealing to Millennials - Taisteal Whiskey targets Millennials by offering them a way to enjoy single malt Scotch whiskey in a way that aligns with their preferences.
Industry Implications
1. Beverage Alcohol - The cocktail-focused Scotch whiskey trend presents disruptive innovation opportunities for the beverage alcohol industry to create new products and marketing strategies.
2. Hospitality - The rise of cocktail-focused Scotch whiskies opens up disruptive innovation opportunities within the hospitality industry, as bars and restaurants can cater to the demand for unique whiskey cocktails.
3. Whiskey and Spirits - The emergence of cocktail-focused Scotch whiskies poses disruptive innovation opportunities for the whiskey and spirits industry to expand its consumer base by appealing to younger drinkers.
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