Amazon is live-streaming a Scotch whisky tasting

Scotch distillery group John Dewar & Sons is hoping to attract a new audience of young consumers by hosting a live whisky tasting on Amazon.

Master Blender Stephanie Macleod will lead the tasting

The tasting session, hosted by malt master Stephanie McLeod and FT drinks writer Alice Lascelles, will be recorded in real-time from the Aberfeldy Distillery, for audiences based in the UK and Germany.

To take part, consumers need to purchase the group’s Single Malt Discovery Collection, priced at £40 on Amazon. The collection includes three 200ml bottles of Scotch including: Aberfeldy 12 Years Old, Aultmore 12 Years Old and Craigellachie 13 Years Old, all bottled at 46% ABV.

The tasting, set to to stream on 24 October at 7:30pm GMT, will be Amazon’s first live event in the UK. It is also the spirits group’s first foray into live-streaming, which it hopes will “educate new and existing whisky drinkers on Scotch.”

The pair will also conduct informative Q&A sessions, where viewers will be able to submit questions live and direct to the hosts – another ‘first’ for an Amazon livestream event.

They will be joined by Aberfeldy’s brand home ambassador, Matthew Cordiner.

Lascelles, said: “I’m thrilled to be joining Stephanie…I’ve always thought the best whiskies are ones that start conversations, so I’m really looking forward to being able to taste, discuss, and explore these drams in real time with other whisky lovers around the UK and Germany. I’m sure we’ll all learn something!”

This is not the first time a Scotch producer has used Amazon to appeal to a wider customer base. Drinks giant Diageo debuted a new Amazon Alexa “skill” for its Talisker whisky brand at the start of the year, encouraging Amazon-users to buy the whisky and then learn more about its production using voice-activated technology.

Jon Dewar & Sons has been owned by Bacardi since 1998. The spirits giant first ventured into voice tech marketing in May with a ‘send me a sample’ promotion in Germany for its Bacardi Añejo Cuatro Dark Rum.

Aberfeldy’s 12-year-old single malt Scotch is the 18th best-selling whisky on Amazon, behind brands like Johnnie Walker, Jura and Haig Club.

Global Brand Director for Bacardi’s Malts, Ian Taylor, said the live tasting is a “global first for Amazon and we’re very proud to be a part of it.”

“Consumers are increasingly looking to the online environment for new, exciting whiskies and we feel Amazon is the perfect digital platform to bring together new and experienced whisky drinkers alike, to learn more about our amazing single malts.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Key Account Manager

MMI Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Brand Marketing Executive

Elixir Distillers
Park Royal, London, UK

Cellar Door Manager

House of Townend
Melton, North Ferriby, UK

Marketing Assistant

Bancroft Wines Ltd
London, UK

Marketing Manager

The Whisky Exchange
Whitby Avenue, Park Royal, London NW10 7SF

Millésime Bio 2020

27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more