Free Hats & Chicken Bingo – World Whisky Day at The Pitt
World Whisky Day is a reasonably recent invention, and if we measure its age in whisky terms it really is embryonic. Its aim is to encourage the enjoyment of whisky, not necessarily Scotch, however you like it.
“World Whisky Day is all about making whisky fun and enjoyable. It’s not about being exclusive or prescriptive. You can drink it however you enjoy it (ice, water, mixer – whatever works for you). We want to be all inclusive and that means any kind of whisky/whiskey from anywhere in the world. “
This strikes a happy chord with me. The debate over whisky, particularly Scotch and its perceived elitist attitudes is one I have been reading about widely of late. It can happily co exist in the super high end expressions selling for huge money, but at the other end it can be light hearted, fresh and accessible. It doesn’t always have to be about trying to determine the kind of cask, its tasting notes and whether it will make a good investment. It can be about fun, albeit rather daft fun, smashed together in cocktails and served with Scotch Eggs and chicken bingo.
The Dewars Scotch Egg Club is a rather slick piece of marketing popularising their signature blend but also the fine malts they have in their stable. (I sadly finished our Royal Brackla 16 year old the other day) through a combination of cocktails (single drams are available) served with freshly made scotch eggs. Apparently built around the idea that Tommy Dewar, the son of original founder of the brand liked to keep chickens, it provides an interactive experience for punters to be branded and hopefully create some long term brand loyalty to the Dewars stable. Its effectiveness I would say is mixed, a fun experience (with excellent Scotch eggs), and I am keen to wear my free hat again. I will talk and blog about it sure. But will it make me buy a bottle?… Well next time I am standing at a bar deciding which malt to buy it may tip me into one of theirs….
Just don’t count your chickens……