One of the main challenges for the whisky brands is how to bring new people into the category. The spirits struggles for a share of young men’s drinking repertoire. The simplest way to tackle the problem is to hold tasting sessions or sampling events – targetting 25-35 year olds. This is exactly what Johnnie Walker is doing in Australia, with their ‘Tasting Sessions’ to inspire and educate Australians about the world of whisky.
The Tasting Sessions are being run in Queensland, New South Wales, Victoria South Australia and Western Australia. Hosted by bartenders, they will cover the differences between Bourbon and Scotch, how a single malt is different to a blend, the intricacies of nosing and tasting, and making your own cocktails.
Johnnie Walker’s Australian site has more information, including a video introduction of the events and details on how to book.