– Rachel Barrie , master blender for Brown-Forman ’ s BenRiach , GlenDronach and other Scotch brands

SCOTCH SEEKS MILLENNIALS What ’ s old is new . Scotch has moved beyond its prior stigma as the dusty bottles your grandpa drank . Now , Millennials are interested .

Especially in single malts . While declining sales of cheaper blends and lower-end brands contributed to a 0.3 % decrease in overall U . S . Scotch sales last year , down to 9.25 million 9-liter cases ( following larger losses of -1.4 % and -4.4 % in 2016 and 2017 , respectively ) sales for single malts were up in 2018 . This subcategory grew 5.2 % to 1.96 million cases . ( Unless stated otherwise , all stats in this article come from the Beverage Information and Insights Group , sister data group of Beverage Dynamics .)

Single-malt brands have achieved growth by reaching out to younger LDA drinkers .

One way is through savvy cross marketing . Diageo generated a hefty amount of sales and social media impressions in fall 2018 through its collaboration with HBO and Game of Thrones . Together they released a series of limited-edition Scotches tied into the show ’ s final season . Numerous excited fans tracked down these bottles and posted pictures of their purchases on social media , creating immense buzz , while also linking these brands to one of the most popular TV shows among Millennials . It was a true win-win .

Diageo ran a similar marketing campaign in 2017 , when Johnnie Walker released a limited-edition bottle inspired by the film Blade Runner 2049 . That and Game of Thrones are part of the company “ exploring unique partnerships that bring next level offerings to both spirits and entertainment enthusiasts alike , and developing new liquids for whisky enthusiasts ,” explains Sophie Kelly , Diageo senior vice president of whiskey portfolio . To reach younger consumers , creating cultural relevancy is key . “ It ’ s critical our brands are offering value to consumers in the form of relevant liquids and unique experiences ,” Kelly adds . “ Johnnie Walker has connected with these new audiences by tapping into important cultural conversations , like Jane Walker initiatives aimed at supporting women ’ s progress , or the previously mentioned Game of Thrones-inspired Scotch whiskies celebrating the show ’ s final season .”

These brands demonstrate cultural awareness . They tap into what younger consumers care about , in terms of both social and charitable interests . Diageo ’ s Talisker single malt is distilled on the Scottish coastline , and thus supports initiatives that help clean the world ’ s oceans . Or consider The Singleton , which “ focuses on cocktail mixology , outdoor and food events ,” Kelly says , “ all spaces we know are growing with the Millennial audience .”

Brands have also reimagined their packaging to appeal to younger audiences . The Glenlivet , founded in 1824 , recently rolled out new branding as part of a larger effort towards “ opening up the single-malt category to a new generation of consumers .” The new packaging is “ bright and bold ,” the company says , and “ challenges the historically traditional category by leveraging the power of color to inject modernity and energize the portfolio .”

Other classic brands like The Macallan have developed deep digital connections . “ Leveraging social media for Scotch education is a top priority ,” Samantha Leotta , The Macallan brand director , told Beverage Dynamics in a recent interview . “ We partner with like-minded social influencers , photographers and enforce a 360 marketing approach into all of our campaigns to ensure that we are keeping social media top of mind .”

This includes opportunities for consumer education . “ We developed at chatbot on Facebook that offers brand facts and bottle suggestions depending on your taste or occasion ,” Leotta adds . “ We ’ ve also created AR apps , VR experiences and touchable videos to coincide with product launches and brand initiatives .”

Once younger drinkers discover Scotch , they ’ ll find it has the diversity to match their ever-curious palates . So argues Rachel Barrie , master blender for Brown-Forman ’ s BenRiach , GlenDronach and other Scotch brands

“ Millennials are embracing the diversity of malts ,” she says . “ Scotch is one of the most diverse spirits in the world . Millennials want to embrace diversity . Everything about single malts is absolutely in line with my impression of how open-minded and diverse-thinking people are becoming .”

Because consumers today prefer product diversity and bolder flavors , Barrie also sees Scotch returning to classic styles .

“ The way the whisky world has been the last 10-to-20 years has been about blends and lighter malts . Now it ’ s becoming more about malts with a rich , strong and complex structure ,” she says . “ Some distilleries have moved away from that traditional style , but we are true to it at Glen- Dronach , and that ’ s why people appreciate the whisky . It ’ s like Scotch from the ‘ 60s and ‘ 70s , with richness instead of lightness or simplification .”

As Scotch flavors change and adapt with today ’ s con-

20 Beverage Dynamics • July / August 2019 www . beveragedynamics . com