Laphroaig plans whisky tasting tour

04 July, 2008

Scotch whisky brand Laphroaig is planning to hold special tasting classes across the UK in an effort to lose single malt's elitist image.

Tasting classes will take place in London, Bristol, Manchester and Edinburgh this November, announced Laphroaig owner Beam Global.

Master blender Robert Hicks will guide consumers through a range of Laphroaig whiskies to improve consumers’ knowledge.

Michael Cockram, Scotch brands manager for Beam, said recently that single malts were seen as “a bit elitist” in the UK.

Single malts have been eclipsed by blended Scotch in the UK, while several industry figures believe Scotch whisky has neglected its domestic potential in the chase for export growth.

Bottles of Laphroaig 10 Year Old will carry an in-store promotion from this month, offering buyers the chance to win two tickets to one of the tastings.

Beam UK marketing manager Aileen Nicol said: “As the UK’s number one Islay malt we are committed to driving category growth and to achieve this we are focusing on broadening and deepening consumer knowledge of the category. Our masterclasses will be accessible and engaging for newcomers to Islay malt whisky as well as enthusiasts.”




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter