The Woodsman aims to recruit younger drinkers into Scotch category
The Woodsman – a new contemporary Blended Scotch Whisky was released yesterday (Thursday 9th August). Perfect for up-tempo occasions, it’s an exciting new addition to Whyte & Mackay’s growing portfolio which promises to bring new younger drinkers into the Scotch category by giving traditional blend behaviours and flavours the chop.
The Woodsman’s release is the latest in a long-list of exciting announcements from Whyte & Mackay, following a surge in investment to boost their commitment to innovation and an increase in global marketing expenditure across its portfolio.
Just last week the Glasgow based producer re-launched its Highland Single Malt Whisky, Fettercairn, with four new expressions, alongside a complete overhaul of their Jura Single Malt Brand and a full rebrand and re-launch for Tamnavulin Speyside Malt.
The Woodsman has woodcraft at its heart – from its maturation process to its premium packaging.
It’s matured using a mix of freshly-built oak casks from Ohio, which gives it a hint of vanilla and spice and ex-Bourbon barrels double-scorched in Scotland for an extra depth, adding more vanilla sweetness and a hint of woodsmoke. This transatlantic partnership makes for an especially smooth whisky and gives The Woodsman a truly unique flavour profile for a blended scotch; crafted with younger brown spirits drinkers in mind.
The tree-inspired bottle with debossed and embossed detail captures the spirit of the great outdoors and gives The Woodsman a stylish look and exceptional back bar stand out, especially with younger consumers looking for something different.
The Woodsman has an ABV of 40% and is the perfect whisky for mixing – bold yet balanced, rather than with a subtly-nuanced or overly-complex taste. Recommended serves for the new whisky include a Maple Syrup Old Fashioned, a Woodsman & Ginger Beer, or simply mixing with cola.
Steven Pearson, Global Marketing Director at Whyte & Mackay, said: “Whyte & Mackay is a company on a mission. We are investing globally in our current portfolio and are committed to innovation, with several new product launches planned over the next 12 months.
“The Woodsman is a real category disrupter and we’re thrilled to bring this exciting modern spirit to the market. Our research showed us there are younger consumers drinking across several categories but avoiding Scotch because they’re put off by traditional category cues. We recognised this as an opportunity to tap into the continued growth in brown spirits drinkers and bring to market a blended scotch with a unique flavour profile and a rich and innovative production story. The Woodsman will add value to the category while standing out as a differentiated offering against mainstream promoted blends.”
The brand officially launched at the Edinburgh Festival Fringe’s Underbelly, with the Woodsman Tipi – a fully stocked bar complete with deck chairs, chesterfield sofas and a crackling TV-campfire. Nestled in the leafy George Square and open throughout August, it’s the perfect spot to enjoy a sip of The Woodsman while taking in the electric atmosphere of the festival. Within one week of the bar opening, Whyte & Mackay secured 46 new stockists for The Woodsmen with many more due to come on board.
The Woodsman 70cl will be available in selected bars and retailers throughout the UK, with an RSP of £28. Additionally, it’s available on Amazon.co.uk.
For more information visit: www.woodsmanwhisky.com or contact your local Whyte & Mackay representative to discuss listings.
Facebook: /woodsmanwhisky
Twitter: @woodsmanwhisky
Instagram: @woodsmanwhisky
#WoodsmanWhisky #IWood
www.woodsmanwhisky.com