A new generation of blended whisky drinkers is there for the taking if the suppliers get their marketing right. This is the conclusion of consumer research by First Drinks Brands to support its activities for Grant's. This challenges the view whisky is only drunk by old men and that younger consumers have rejected it in favour of premixed spirits, premium packaged lager, wine and white spirits. Almost half (44%) of those questioned in the attitude survey considered whisky drinkers to be over 50 and a third (31%) said it was a drink for the middle aged. But the crucial response came from 18 to 25 year olds, 60% of whom said they would try whisky with a mixer and 42% said they would drink it if it had a trendier image. More than 40% of shoppers said they did not buy whisky because there was not enough brand information. A quarter said they had trouble finding the brand they wanted. An issue for the specialists and c-stores was that one in six (13%) disliked having to buy their whisky from behind the counter. First Drinks and Grants have developed a Winning Formula' campaign to put some sales growth into the sector. This features point of sale experiments which Grant's is doing with Waitrose and Tesco. This includes merchandising advice and a taste guide across the whisky shelves. Marketing manager Alec Guthrie said these keep descriptions simple and avoid jargon, thus reducing barriers to experimentation. This PoS will be extended to other multiples and independents. The Winning Formula is also promoting the idea of whisky as a long drink and suggests whisky and mixers should be displayed together. Guthrie said: "In packaging terms there is not much to differentiate the brand leaders from cheapest on display." He said since First Drinks took Grants on 12 months ago it has increased volume sales 50%. "We are reintroducing it and our priority is to get it right with them." Grant's is capitalising on its sponsorship links with the Jaguar Formula One racing team. {{DRINKS }}