Amazon UK gears up for first livestream whisky tasting

Amazon UK has teamed up with the Bacardi-owned John Dewar & Sons for the online retailer’s first livestream alcohol tasting.

The event, which takes place tomorrow (October 24), is designed to help educate new and existing whisky drinkers on Scotch, and innovate within the alcohol ecommerce space.

Ahead of the livestream event the Single Malt Discovery Collection – a limited-edition set of three single malt whiskies, available exclusively from Amazon UK – has been launched, allowing customers who purchase to take part in the tasting.

The announcement follows research by IWSR that shows US $6.5 billion worth of spirits were sold online in 2018, with the UK and Germany leading as two of the biggest single malt markets in the world.

The Discovery Collection boasts three Scotch whiskies, with 20cl bottles comprising: Aberfeldy 12 year-old, Aultmore 12 year-old and Craigellachie 13 year-old, packaged together in a gift box.

Mike Birch, vice president of digital commerce for Bacardi, which owns the Dewar’s Blended Scotch whisky brand, said: We are excited to be at the forefront of Amazon’s livestream movement, the live tasting is a global first for Amazon UJ and we are really proud to be a part of it. There’s more interest than ever in whisky and we are giving consumers the opportunity to become experts from the comfort of their homes, and I can’t wait to join in.

“The online marketplace for the drinks industry is rapidly expanding, particularly in the UK which is one of the biggest single malt markets in Europe worth $630m alone. Single Malt whisky is one of the hottest drink categories in the world, growing at 10% each year and seeing the increase in online sales, we are serious about leading and innovating this growing channel.

"There is a new generation of drinkers who prefer to purchase alcohol online than in-store, making this a big growth opportunity for the Bacardi portfolio. We are thrilled to be teaming up with Amazon - arguably the world’s biggest online retailer – to showcase our brands and products to consumers from a different angle.”

Dewar’s master blender and malt master, Stephanie Macleod, said: “This exclusive Single Malt Discovery Collection is a truly phenomenal and flavourful set of aged malts. These whiskies have been aged for 12 and 13 years in an array of Bourbon and Sherry casks, developing the smoothest and finest of flavours. This is the first livestream wait tasting for Amazon in the UK and I can’t wait to go live!”

The single malt brands of Aberfeldy, Aultmore and Craigellachie are part of the portfolio of Bacardi Limited, as part of the John Dewar & Sons brand. 

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