Highland-based Tomatin Distillery has teamed up with award-winning mixologist Calum Lawrie to create a series of summer whisky cocktails aimed at the growing market of female whisky drinkers.
Scotland’s national drink is enjoying a renewed popularity amongst women, particularly younger women, with some companies in the industry looking for new, innovative ways to experiment with different serves. Single malt is shaking off its previous image as a drink for the older gentleman, typically served neat or on the rocks. Women worldwide are developing a taste for the spirit and the Highland distillery wants to show off the versatility of the drink to this ‘new’ audience with their range of cocktails.
Jennifer Masson, Marketing Manager commented:
“Scotch whisky has had a somewhat demure reputation for decades but the fact is that there is only one way to enjoy single malt; the way you like it. Having recently rebranded our packaging we are looking at other ways to engage with new audiences. This new range of cocktails has been developed in response to demand from our customers worldwide and has allowed us to reinforce our brand positioning as the softer side of the Highlands.
Cocktails have proved an effective means of attracting new customers for Tomatin Distillery in the past, Masson continues –
“As sponsors of the local Belladrum Tartan Heart Festival held near Inverness each August, we’ve seen brand awareness among festival-goers increase by 73% since 2012 with the introduction of whisky cocktails appealing to a wide demographic who would have previously avoided the consumption of whisky due to a preconception about traditional serves.”
The cocktail series features a mix of traditional and accessible entry-level cocktails with a twist, for example a modern take on the classic ‘Old Fashioned’ whisky cocktail to create the ‘Bold Fashioned’ with luxurious coffee and nutty walnut flavours providing an intensely rich serve. The ‘Freeburn Highball’ takes its name from Tomatin’s water source - the Alt-na-Frith Burn - meaning Freeburn, to create a nicely rounded highball serve. One of the most accessible and popular is their simple but refreshing ‘Toma’tin & Tonic’, paying homage to the nation’s favourite; the gin and tonic.
Calum Lawrie, mixologist and former National Bartender of the Year went on to say:
“Summer is the perfect time to enjoy sunshine and spirits and the smooth, dynamic Tomatin malt provides the perfect base for this collection of cocktails. We want to capture the attention of new audiences and showcase new and fresh ways to enjoy this versatile drink this summer.”
These delicious summer sippers can be found at www.tomatin.com/cocktails and will be rolled out in bars worldwide.