Making bourbon fashionable

Article Abstract:

Bourbon producers are seeking to increase their market share by focusing on premium products which have undergone a longer maturation period. Bourbon has lost market share due to having an unfashionable image, and producers aim to change this through developing premium products which may rely on an exotic rural location in an historic building as well as the quality of the drink itself. The historical associations are false in that bourbon produced in the 18th century was probably a very crude drink compared to products on sale in 1998.

Methods, Marketing, Market share, Marketing management

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To be taken with a pinch of salt?

Article Abstract:

The market for malt whiskey is expanding as large companies take over distilleries and use their greater marketing power. The product can be sold for a high price, and has snob value. The brands available in supermarkets have increased. The barley and oak casks may be imported, and the product is multinational. Meanwhile, the Scotch Whisky Research Institute at Edinburgh, Scotland, is using salt in an experiment to make blended whiskey spirits mature more rapidly. Supporters of this practice argue that it improves the flavor.

Economic aspects, Scotland, Liquor industry

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The water of life

Article Abstract:

Scientific aspects of the process of ageing whisky are examined in detail, with comparisons between Scotland and the US.

Research

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