Most whisky brands try to position themselves in their consumers’ minds as representing a step up from beer. A more discerning and mature type of alcohol. But the reality is that most men who drink whisky also drink beer. They’re not completely separate groups of people.
But Wild Turkey is about the only whisky brand that behaves like a beer brand. The company produces whisky that is premixed with cola or dry ginger and this Australian ad, however bad it may be, would not look out of place as part of a Heineken or Carlsberg campaign.
(Jimmy Barnes is a Australian singer / songwriter)