What do Chivas Regal, Ballantines and Black Douglas have in common? When it comes to sales and promotional activity, it better not be a lot.

Whisky drinkers are not all the same, but how do these brands deliver more profitable customers within the same category and create new demand?

The answer is fundamentally practical and simple; each brand has very different consumers in terms of mindsets and these consumers have very different expectations of the outlet they purchase from. Therefore, it’s fair to say that whenever these brands try to emulate each other in sales and marketing activity, they are neglecting their own territory. To grow sales you must be geared towards better focusing your efforts on serving the expectations of your own customer today and locating new outlets that are clearly aligned to them.

In the whisky category there are three clear sets of consumer expectations (that all deliver volume) and each of these expectations has its own set of guidelines because they will respond differently to on and off premise environments, brand and promotional efforts.

What is on the mind of your Whisky Drinker - Download PDF here

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