When we talk whisky, Scotland naturally springs to mind, but did you know that Denmark, England, and India have all produced liquids that have gone on to win ‘Best Whisky in the World’ titles in recent years? The category’s centre of gravity is shifting, and world whisky is no longer a curiosity, it’s a commercial opportunity that was celebrated globally on World Whisky Day, 17 May. From India to Australia, producers are crafting exceptional liquids that challenge assumptions and delight curious drinkers. But for retailers, the key is knowing how to translate this momentum into sales.
Today’s whisky drinkers are exploring beyond Scotch, seeking out new flavours, backstories, and regions. English single malts, Indian peated whiskies, and Australian expressions shaped by extreme climates all offer something fresh. But consumers often need help navigating these shelves – and that’s where staff confidence makes the difference.
Whisky can be an intimidating category, but it doesn’t need to be. Equip your team with the basics: explain the key flavour profiles, the stories behind the brands, and offer tasters where possible. A confident recommendation goes a long way toward driving trial and building repeat sales.
Nick Gillett
Retailers should also look beyond the core range. By offering a curated selection of world whiskies, you not only stand out on shelf but also open the door to a broader demographic, from adventurous younger drinkers to curious gift buyers.
Talk to your distributor about building the right range for your outlet and how they can help train your team to unlock the full potential of this fast-growing category.
World whisky isn’t just a trend; it’s a category with staying power.
