let’s get thinking, talking and trying whisky, says SHAlINI SAKSENA
The minute one hears the word ‘Scotch’ an image comes to mind. A cold winter English countryside, a gentleman sitting on a leather arm chair with a Foxhound at his feet and logs burning in the fire place. The gentleman enjoys a quiet evening with a glass of Scotch on the rocks.
The #loveScotch campaign to celebrate International Scotch Day in India, is an attempt to break this stereotype associated with whisky and let the world know that it is a drink not just for the elderly but the young too.
The campaign encourages those who choose to drink, to do so responsibly. People can join the movement and get involved by using #loveScotch and #InternationalScotchDay. This year’s celebrations were bigger than ever, taking place in over 70 countries including India, Mexico, The Philippines and South Africa.
Abhishek Shahabadi, premium and luxury marketing head for Diageo India tells you that International Scotch Day is all about celebrating the world’s favourite whisky by adults wherever and whenever. It’s all about getting the world thinking and talking and ultimately trying Scotch — whatever way you’d like — cocktail, straight or on the rocks. We are celebrating the character, the flavour and nuances of the liquid nd break down barriers. There are some who feel that Scotch is not for them because they don’t know how to have fun with it.”
This initiative is to make whisky more accessible and get people to understand how to have Scotch. But Shahabadi is quick to add that the celebration is to enjoy the drink while being a responsible drinker. “loveScotch campaign comes with a tag — ‘Please drink responsibly’. The message here to advocate and tell people to be responsible. When you love things, you don’t have to be obsessed by it. The initiative is to appreciate what you like,” Shahabadi stresses.
He also tells you that Scotch has come of age in India and off late there are people in their 30s-40s who are now coming into the category and loving the liquid. The fact that there is point of entry (price wise) for the liquid at almost all levels, means that there are people who enjoy their drink.
Since the campaign is on for the three weeks that started off on February 8, 2018, those who want to know more about the liquid, they can go to the Diageo website.
If you didn’t know how best to consume it, Ervin Trykowski, global Scotch whisky ambassador for Diageo tells you that there are no rules involved. One can drink it in whichever way it suits you; with a Coco-Cola, on the rocks and even with soda,” Trykowski says, whose job is to change people’s perception about the liquid.
“It is all about it helping people and not telling them how to drink Scotch. The liquid is very versatile and can be had in any which way that the person prefers. As opposed to beer, Scotch has more alcohol by volume — 40 per cent — and some may find it full-bodied. I suggest that when such a person is having Scotch for the first time, the best way is to have it with some water or even on the rocks,” Trykowski advises.
Know your Scotch