If anyone is to grow and compete against Scotch, Irish and Bourbon whiskys, a huge education job lies ahead. Education is key to consumer support.
“That’s why we started our academy down at Midleton,” says Anna Malmhake, CEO of Irish Distillers. “We run courses for the trade from all over the world on Irish whiskey history, its production, what makes it unique and so on. In a year at least 1,000 people have gone through it, and of course these are people who go back home and write about it and talk about it.” (The Spirit Business).
For the longest time, I have said that we need a 'Cognac Trail' like the so famous and successful "Scotch Whisky Trail'.
I guess the Scots are beating us to it again with the first 'Scotland Gin Trail' just launched this month by The Wine and Spirit Trade Association (WSTA).
- UK, Scotland, London Gin Trail, i.e., The UK Gin Trail
This launch follows the earlier launch of the London Gin Trail.
“From premium brands, such as Hendricks, to craft distillers such as Crossbill, this new trail captures the variety and diversity of UK gin making, ... There has never been a more exciting time for the industry with the UK being the biggest exporter of gin in the world ... I want to harness the ambition of our Scottish gin-trepreneurs, helping them to grow the UK’s reputation for quality gin both here and abroad. I want to see it up there with Scotch whisky in terms of global sales" says Environment Secretary Elizabeth Truss.
This is real support from the government and strong organizational skills.
“The flourishing UK gin industry is being driven by the hard work and ingenuity of distillers and we're proud to be working with WSTA to promote Scottish gin throughout the UK and abroad... Our distillers are creating some really unique gins through experimenting with techniques from the whisky industry and using new blends of local botanicals – it’s exciting to see such innovation within the great British tradition of gin distilling" says David Mundell, Secretary of State for Scotland.
I wonder what they are going to do next? Succeed?
Source: WSTA
