We broadly call them Whisky Drinkers and Whisky Givers.

Whisky Drinkers

They know, love, collect, and are intrigued by and want to know more about whisky.

Not only are these drinks a passion of theirs, it is the centre of their day in or night out – not content with settling for whatever is available and rarely settling for or buying a bottle of something generic, these customers want more.

They want to learn, be empowered, be inspired and be rewarded for their intrigue by having access to select experiences, news, thoughtpieces, malts and blends at mid to upper tier price ranges.

Away from whisky, food is as much a part of the experience as the liquids, whilst showy and fine dining is very much part of their repertoire, they are more interested in good food dome well with an emphasis on the reduction of pretentiousness surrounding the Michelin set.

Whisky Givers

Less likely to explore but still need to feel empowered in their choices of presents for those around them, they are in need of the added-value of education, sampling and feeling part of all things whisky, which can be seen as an inner circle, in order to make great purchase decisions.

Design, ambiance and tone of voice will be key for these readers to feel like they are in an exclusive site that elevates their standing as being the one/ones to make ‘the good find’.

These profiles are by no means exhaustive, but having been asked to detail out our uniqueness it made sense to be more open than other blogs might be as to who this site has been built for and sets the mandate for everything I and we do going forward.

I’d be interested to hear your thoughts on these two broad profiles and what they mean for the whisky community…