Young shun Scotch

07 March, 2008

The UK is behind the rest of Europe in attracting a younger audience to whisky, according to a top distiller, speaking at a consumer tasting event. Bowmore master blender Iain McCallum said: "The average age of people here is

35-plus. When you go to other countries around the world with the same show, around 80 per cent are young people." The industry must focus on expanding the appeal of whisky by moving away from the "stuffy image of it being a drink only for sipping", McCallum said.




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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.

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