Young’s Pubs and Geronimo Inns has just announced a three-month long ‘Whisky Tide’ campaign where customers will be reintroduced to the extensive collection of whiskies available across its estate.
Running until March, Whisky Tide showcases Young’s range of whiskies and its commitment to expand and evolve its portfolio through a series of trade-to-consumer events and tasting sessions. The firm aims to encourage both men and women to discover their whisky personality and in-turn, their perfect whisky brand.
Confident Explorers are deemed digital savvy and open-minded to new drink concoctions, whereas fans of Finer Tastes, enjoy exactly that, whisky in its simplest and purest form. Be it a Scotch, Bourbon or a new-age blend, pubs pair each customer with the whisk(e)y that reflects their taste profile.
Brands participating in the Confident Explorer category include Hibiki Japanese Whisky, Bulleit Bourbon, Hudson and Auchentoshan. Expect events such as Auchentoshan and Ale evening workshops and Hudson Whisky Masterclasses with Global Brand Ambassador Tony Valeria, who is flying over from the States to personally host.
Young’s has also secured an exclusive on-trade partnership with Glenfiddich IPA – the world’s first single malt Scotch whisky finished in IPA craft beer casks – reinforcing Young’s aim to bridge the gap between the traditional pub pint and the world’s finest spirits. It will be available exclusively across 85 Geronimo Inns and Young’s pubs until March 2017 and showcased at the Glenfiddich IPA masterclasses.
Finer Tastes will be supported by brands including Naked Grouse, Talisker and Glenfiddich. Events will include Pernod Ricard’s Art of Blending with Ambassador Lauren Mustard; an interactive Cocktail Masterclass with Diageo; and Glenfiddich Deconstructed, when guests will learn the craft of whisky distilling, before creating a personalised version to take home.
Gillian McLaren, Director of Marketing, said, “At Young’s we aim to go above and beyond when offering our customers a range of unique drinks and experiences. We believe our Whisky Tide campaign will not only appeal and enhance experience for our current whisky drinkers but educate and introduce new consumers into the wonderful world of whisky.”