Leading malt taps into highball trend

Leading malt taps into highball trend

Originally published in print in the IWSR

The role of the highball long serve – the classic pairing of whisky, soda, ice and lemon – in reviving the fortunes of the Japanese whisky industry has served as a marketing case study. 

William Grant has enlisted leading UK mixologists to promote the Glenfiddich Highball

It isn’t surprising that other producers are attempting to see whether highball usage is transferable to other whisky categories and markets by creating branded signature highball concepts. In one of the more high-profile efforts, William Grant has announced  a Glenfiddich Highball programme in the UK. 

As part of the programme a custom-created Glenfiddich Highballer machine has been installed initially at Oriole Bar in London’s Smithfield Market, for a limited period. Inspired by the retro whisky dispensers of times past, the Highballer has been devised to serve precision-perfect Glenfiddich Highballs, combining a measure of Glenfiddich 12yo with the exact amount of soda, ice and lemon. 

After its run at the Oriole Bar, the  Glenfiddich Highballer will travel around London throughout the summer. William Grant has also enlisted mixologists to showcase their own individual interpretations of the Glenfiddich Highball. 

Subtle shift in Chinese travel purchase trends

Chinese consumers are becoming increasingly considered in their purchasing when travelling, according to the latest IWSR Travel Retail Hub Report.

It is believed that their focus has shifted from purchasing vanity products to chic products, to highlight connoisseurship and good taste over image and wealth. The willingness to move away from category ‘lighthouse’ brands and delve more into the niche  or lesser-known products is now developing into a medium-term trend rather than a fad of 2017.