Malt Whisky Society on recruitment drive
The Scotch Malt Whisky Society has launched its first recruitment drive in an attempt "to awaken new passion for single cask malt whisky across the UK". In its first ever direct marketing campaign, mail packs will be delivered to selected households throughout the UK promoting "The Most Famously Anonymous Whisky Society"
Whisky lovers including those matching the Society’s membership profile can expect to receive a specially designed Sherlock Holmes "master of disguise" pack, featuring images synonymous with the famous detective, including pipe and magnifying glass.
The campaign theme – promoting "The Most Famously Anonymous Whisky Society" – was developed based on the Society’s unique bottling methods. The Society celebrates the differences each individual cask reveals and uses its unique cask numbering system and tasting notes, as opposed to referencing bottles by brand or distillery name. This means that every bottle is potentially anonymous.
The Society selects and bottles over 200 casks a year from a range of 125 malt whisky distilleries as well as malt whisky from beyond Scotland.
Currently the Society, established in 1983, has over 26,000 members and has relied on word of mouth to grow membership.
Patrick Schmitt, 31.10.07