Cask to Glass · July 23 · 34 min

Liquid on Lips: How to Market Whisky with Nick Morgan

How do you market whisky in the 21st century? Or as ex-Diageo marketing guru, Nick Morgan, puts it: How do you get "liquid on lips"? A Keeper of the Quaich and the 48th inductee in the Whisky Hall of Fame, Nick's written the definitive history of Johnnie Walker, the best-selling Scotch whisky in the world: Johnnie Walkder: A Long Stride - The Story of the World's No 1 Scotch Whisky. Red label. Black label. Blue label. Green label. Gold label... For over 200 years Johnnie Walker blended Scotch whisky has been the world's leading whisky brand recognised and enjoyed in over 180 countries. And, as Nick explains, for over a hundred years, Johnnie Walker has stuck to one abiding image and message: the Striding Man. In this episode, Nick explains what works and what doesn't work when it comes to marketing whisky. As a historian, Nick's studied whisky marketing techniques from the late 19th and early 20th century: "There was a lot of marketing [then]. People didn't call it that, but my goodness me, they were doing marketing of the most brilliant kind, some of the early brand owners, big brand owners. "I think one of the things then was that everyone really understood their product. They really understood what they were selling. They understood the whole whiskey thing." So join John as he and Nick discuss what works and what doesn't when it comes to marketing whisky; and what some of the new distilleries are getting right and wrong. Discover how sherry had an impact on the explosion of the whisky market in the mid- to late-19th century beyond providing casks. And learn how the prohibition movement in the UK between 1900 and 1935 led to an 80% fall in the consumption of spirits - most of it whisky - and how the how industry found new global markets. Could this provide a template out of the current slump in whisky sales. As Nick puts it, perhaps "some of the new market [for whisky sales] are talking to new consumers in old markets and finding relevant ways of talking to them." Slàinte! #whisky #podcast #interview #WhiskyMarketing #scotchwhisky #NickMorgan #CaskToGlass #johnniewalker ------- Socials: @C2GWhisky | @JohnRossBeattie Creator & producer: David Holmes Art work & design: Jess Robertson Music: Water of Life (Never Going Home) Vocals: Andrea Cunningham Guitars: John Beattie Bass: Alasdair Vann Drums: Alan Hamilton Bagpipes: Calum McColl Accordion: Gary Innes Music & Lyrics: Andrea Cunningham & John Beattie Recorded & mixed by Murray Collier at La Chunky Studios, Glasgow, Scotland Hosted on Acast. See acast.com/privacy for more information.

0:00-34:29

Play in podnod

transcript

No transcript — this publisher did not publish one.

show notes

How do you market whisky in the 21st century? Or as ex-Diageo marketing guru, Nick Morgan, puts it: How do you get "liquid on lips"? A Keeper of the Quaich and the 48th inductee in the Whisky Hall of Fame, Nick's written the definitive history of Johnnie Walker, the best-selling Scotch whisky in the world: Johnnie Walkder: A Long Stride - The Story of the World's No 1 Scotch Whisky.

Red label. Black label. Blue label. Green label. Gold label...

For over 200 years Johnnie Walker blended Scotch whisky has been the world's leading whisky brand recognised and enjoyed in over 180 countries. And, as Nick explains, for over a hundred years, Johnnie Walker has stuck to one abiding image and message: the Striding Man.

In this episode, Nick explains what works and what doesn't work when it comes to marketing whisky. As a historian, Nick's studied whisky marketing techniques from the late 19th and early 20th century: "There was a lot of marketing [then]. People didn't call it that, but my goodness me, they were doing marketing of the most brilliant kind, some of the early brand owners, big brand owners.

"I think one of the things then was that everyone really understood their product. They really understood what they were selling. They understood the whole whiskey thing."

So join John as he and Nick discuss what works and what doesn't when it comes to marketing whisky; and what some of the new distilleries are getting right and wrong.

Discover how sherry had an impact on the explosion of the whisky market in the mid- to late-19th century beyond providing casks.

And learn how the prohibition movement in the UK between 1900 and 1935 led to an 80% fall in the consumption of spirits - most of it whisky - and how the how industry found new global markets.

Could this provide a template out of the current slump in whisky sales. As Nick puts it, perhaps "some of the new market [for whisky sales] are talking to new consumers in old markets and finding relevant ways of talking to them."

Slàinte!

#whisky #podcast #interview #WhiskyMarketing #scotchwhisky #NickMorgan #CaskToGlass #johnniewalker

-------

Socials: @C2GWhisky | @JohnRossBeattie

Creator & producer: David Holmes

Art work & design: Jess Robertson

Music: Water of Life (Never Going Home)

Vocals: Andrea Cunningham

Guitars: John Beattie

Bass: Alasdair Vann

Drums: Alan Hamilton

Bagpipes: Calum McColl