The profile of the modern-day whisky drinker has been revealed and – despite what you might think – it’s not an older person from Scotland.
UK-wide research from YouGov reveals our palates are refined enough to appreciate Scotland’s national spirit earlier than you might expect, with 84% of UK whisky drinkers stating that they started to enjoy whisky before the age of 31.
Unexpectedly, it seems Scots take almost a decade to catch up with Londoners in appreciating the country’s national spirit. The study shows the highest proportion of whisky drinkers in Scotland started to enjoy whisky at the age of 30 (17%), compared to Londoners who are able to appreciate it a whole decade earlier (15% at the age of 18 and 15% at 20).
The first in a series of studies from a Scottish distillery driving the conversation around Scotch, Fettercairn commissioned the research to provide an insightful view – and a new perspective – on whisky gifting this Christmas.
The key takeaway? Don’t go mainstream – just 3% of the population said they’d appreciate being given a mainstream blended whisky in their stocking.
Fettercairn, which was one of the first licensed whisky distilleries in Scotland, pinpoints what whisky fans do hope to receive this Christmas and exploration is in the air.
Modern day whisky lovers stated that they hoped to find ‘a whisky with a unique flavour profile’ (46%) or ‘a whisky they’ve never tried before’ (37%) under their Christmas tree.
Stewart Walker, Distillery Manager at Fettercairn said: ‘There is still an age-old (excuse the pun) stereotype around who drinks whisky and our research proves that a fine single malt is no longer just a gift for your grandparents.
‘It’s great to see people looking for something a little bit different this Christmas and, with an ingenious approach to crafting whisky, Fettercairn makes for the perfect present for the whisky curious and connoisseur alike.’
Taking the stress out of Christmas shopping, Fettercairn’s wholly unique production process offers a floral and tropical flavoured whisky like no other.
The distillery’s innovative copper cooling ring distillation process, which remains exclusive to Fettercairn, drenches the stills in clear mountain water from the Cairngorms, ensuring only the finest vapours rise for collection during each distillation.
Fettercairn’s range includes the 12 Year Old and 28 Year Old alongside a treasure trove of aged stocks.
Their statistics show:
- 84% of whisky drinkers start to enjoy whisky before the age of 31
- 17% of those surveyed in Scotland started to enjoy whisky at age 30
- 15% of those surveyed in London started to enjoy whisky at age 20
- 3% said they’d like to receive a mainstream whisky this Christmas
- 23% said they’d like to receive a whisky with a unique flavour profile
- 16% said they’d like to receive a whisky they’ve never tried before
Fettercairn 12 Year Old is available in specialist whisky stores nationwide, as well as online through Waitrose and Amazon. Specialist whisky retailers that stock Fettercairn include The Whisky Exchange and Master of Malt.
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