Amazon Prime series to ‘shake up’ whisky category

A new Amazon Prime series on Scotch headed up by three well-known figures in the drinks trade is aiming to “shake up” the often stuffy whisky category.

Drinks personality Helena Nicklin is one of the three presenters

Due to air later this year, prestenting the show will be whisky writer and photographer Colin Hampden-White who is a Keeper of the Quaich; wine and spirits personality Helena Nicklin, and drinks writer Adrian (Aidy) Smith.

Called ‘The Three Drinkers Do Scotch’, the show will see the trio journey around Scotland exploring the world of whisky in all its guises.

“By following our journey, our audience can absorb the flavours, culture and diversity of Scotland’s iconic spirit.

“We want people to feel inspired to try Scotch whisky – maybe for the first time, or perhaps they are already a fan looking for something new,” said Hampden-White.

“This is the other side of the all-to-often snobbish and pretentious way in which drinks are communicated. Scotch has never before been promoted through entertainment on a digital platform,” he added.

“During filming, my intention is to get as close as possible to making the world of whisky – and drinks in general – less stuffy,” author and presenter Nicklin said.

“Forget the swirling glasses and the lofty tasting notes. This show is fun and we want to teach through an entertaining travelogue in a way that appeals to everyone,” she added.

Smith, meanwhile, is keen to attract a younger audience into the whisky category.

The three-part series of 30-minute episodes will be filmed this summer and is set to air on Amazon Prime in the autumn.

Available to over 120m subscribers in the UK, US, Japan and India, Hampden-White claims the show will be the largest drinks series on any platform.