Whyte & Mackay has unveiled a new blended Scotch brand in an effort to turn a younger generation of shoppers on to whisky.
It has launched The Woodsman, a 40% abv tipple matured in freshly-built oak casks and ex-Bourbon barrels, which it bills as being “the perfect whisky for mixing” (rsp: £28/70cl).
The oak casks gave it “a hint of vanilla and spice”, while the ex-Bourbon added “extra depth, more vanilla sweetness and a hint of woodsmoke”.
It comes in a sleek bottle with debossed and embossed designs, which the brand said would give it “stand out, especially with younger consumers looking for something different”.
Whyte & Mackay was “a company on a mission”, said its global marketing director Steven Pearson, having recently relaunched its Highland single malt, Fettercairn, with four new expressions, completely overhauled its Jura single malt brand, and rebranded and relaunched its Speyside single malt Tamnavulin.
He called The Woodsman “a real category disruptor”, citing research by the business that suggested younger drinkers were “avoiding Scotch because they’re put off by traditional category cues.
“We recognised this as an opportunity to tap into the continued growth in brown spirits drinkers and bring to market a blended Scotch with a unique flavour profile and a rich and innovative production story.”
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