Martin Thomas is sick and tired of hearing marketing plans for whisky brands that aim to target young people. This article is worth a read. It is amusingly written and makes some good points, especially about the conflict between making whiskey cool and accessible to youth and the counter demand for authenticity - an interesting conflict.
It starts: “I fear that I am in danger of becoming like one of those Grumpy Old Men who bore for Britain on our television screens on a Friday night (in the UK we have a TV programme called “grumpy old men”), but what the hell are the nation’s whisky marketers up to? In the space of only a few weeks, three of the biggest names in the Scottish whisky industry – Macallan, Famous Grouse and Bells – have announced plans to target young drinkers and give whisky a “trendy new image. The first thing to say is that it simply won’t work. Generations of marketing people have tried to convince trendy young things that drinking whisky is fashionable and all have failed.”
Dick Stroud www.20plus30.com
No comments:
Post a Comment