Top marketing campaigns and news: October-November

Amazon live-streams Scotch whisky tasting in UK first

Master Blender Stephanie Macleod led the tasting

Jim Beam wasn’t the only whisk(e)y maker tapping into tech this month. Scotch distillery group John Dewar & Sons is trying to attract new, younger consumers by streaming a whisky tasting on Amazon.

The tasting session, hosted by malt master Stephanie McLeod (pictured) and Financial Times drinks writer Alice Lascelles, was recorded in real-time from the Aberfeldy Distillery, in the UK and Germany.

To take part, consumers had to buy 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, which streamed on 24 October at 7:30pm GMT, was 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 also held Q&A sessions, where viewers could submit questions direct to the hosts – another ‘first’ for an Amazon livestream event.

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

This is not the first time a Scotch producer has used Amazon to appeal to a wider audience.

In January, drinks giant Diageo debuted an Amazon Alexa “skill” for its Talisker whisky brand, encouraging Amazon users to buy the whisky then learn more about its production using voice-activated technology.

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