Just to be clear up front; I don’t think it will as whisky, more than other alcohol, is not just about drinking – it is about collecting, stories, myths, exploration and much more, whereas cigarettes only have negative connotations with their usage.

If the relevant health organisations did decide alcohol to be fair game for de-branding, then it would take many years to actually take hold. That being said, there is a possibility that they will turn their attention from cigarettes to alcohol due to various health concerns, so it is something that should be considered.

Especially as Just-Drinks reported Jan 11th that: “The report, published earlier this month in a supplement within scientific journal Addiction, calls for governments across the world to strengthen the rules around alcohol marketing and argues in favour of an outright ban on alcohol advertising, promotion and sponsorship”.

Before I set up my own businesses, I worked in various design agencies around the world and occasionally would work on a brief for a new cigarette limited edition or cigar rebrand, and they were fascinating projects as they were not about encouraging more smoking, but to introduce new innovations or to make a brand look less tired.

Back then, and we are talking around seven years ago, cigarette firms had to put large health warnings on their packaging, but could still brand around it, but no more.

Personally, I’m very anti-smoking; the health issues, the smell, the habit, the waft of smoke that non-smokers must endure entering and exiting train stations and public spaces but am passionately for whisky and drinks exploration despite the health concerns around alcohol consumption.