Whisky: Scotch on its home turf
When it comes to where to look for inspiration on how to sell Scotch, it makes sense to look to Scotland.
In Edinburgh, 10 pubs are involved in a scheme being run by The Scotch Whisky Tourism Initiative (SWTI), a body whose role should be self-explanatory from its title. The 10 have been recognised for their whisky range and service and will be featured in promotional material launching in November suggesting pub tours.
The SWTI is considering running equivalent schemes in other Scottish cities. "What we want to do is reflect bars which have a great range of whisky and great staff who know about the product, and also to reflect Edinburgh," says the organisation's head Chris Conway.
The scheme in action
The Bow Bar, on Edinburgh's West Bow Street, is one of the bars involved. Through a suck-it-and-see approach to what it sources, the freehouse has developed a strong reputation for whisky as well as cask beer.
"I choose the whiskies on a whim and that's the innovative thing about us," says licensee Helen McLoughlin. "It's all very experimental, and we ask ourselves 'what's the worst that can happen?' If a whisky doesn't sell, we'll move on and try another."
The Bow Bar sells an ever-changing range of 160 blends and malts. Helen says there will always be a core of mainstream brands, such as the Macallan, then the rest are sourced from independents.
She explains that it was a natural decision to specialise in whiskies when she took over the pub seven years ago because its large back-bar lent itself to an attractive visual display. She recommends pubs offering at least a few niche whiskies "because people can get Glenfiddich anywhere, and for much cheaper in the supermarket".
Helen promotes the range via a whisky menu, as does Leslie's Bar, another of the pubs featured on the SWTI's suggested tour.
Leslie's Bar, on the outskirts of Edinburgh, stocks 60 whiskies, mostly single-barrel varieties. Its manager, Gavin Blake, says these have "quite a different character to ones you would find in a supermarket, and that's quite a pleasant surprise to most customers".
He says that Leslie's biggest sellers are the Macallan and Highland Park, but that drinkers tend to move on during a session from these to try a "wee nip" of different products.
Gavin spotted a gap in the market that persuaded him to introduce a whisky range. "We're the only pub not in central Edinburgh that does this," he explains. "We price them pretty keenly too. The margins we're making are lower than for our other products, but it's an attraction to get people out to us."
Leslie's Bar believes in the value of training. Gavin has a certificate of distinction from the Scotch Whisky Association, and a number of his staff have been on training run by the SWTI. Clearly Gavin thinks the SWTI scheme will bring fresh business to the pub and higher profile for Scotch whisky.
