For you whisky experts and connoisseurs look away now, a recent study by a Glasgow design agency has found that over 60% of all single malt scotch whisky buyers make the decision to purchase purely on the packaging. Therefore have no idea what the whisky may be like on the nose, palate or the finish. As we know a huge amount of time and effort goes into the taste of whisky and the production of a fine single malt whisky is something that takes years, yet this protracted process is outperformed on a sales basis by the marketing men who maybe spend 1 month coming up with the design on the bottle.
The importance of branding and packaging is not new to the scotch whisky industry, indeed the largest selling whisky in the world Johnnie Walker whisky has been using clever marketing techniques for over 100 years the 2 most important being the square shaped bottle and the walking man with the tag line ‘Keep Walking’.
With every study however there are flaws in this whisky buying research. You may have found one already in that the study was sponsored by a ‘design’ company which may have a certain bias. The other is that the study was focussed on those that buy whisky as a gift rather than for themself. When buying a whisky gift online we advise you look at reviews and not rely on the packaging, there are some beautiful whiskies in bad poor packaging and vice versa.