Retailers should ensure range can meet shopper demands, says Eden Mill
CONSUMERS can have some particular tastes when it comes to whisky options.
Whether they prefer a single malt, a blend or specific cask finishes, they are always on the lookout for the preferred dram.
Burns Night presents a lucrative drive for the whisky category in stores and Eden Mill reckons its own range should be well suited to the range of customer tastes.
Hannah Ingram, head of marketing at Eden Mill Distillery, said: “While the night remembers Burns, it’s also a celebration of all things Scottish – from the address to the haggis to the whisky infused cranachan for dessert.
“Burns Night provides a great sales opportunity after the Christmas period to encourage people to stock up with whisky for the occasion. It’s also important to offer consumers a variety of expressions and price points too.”
As such, Eden Mill believes the recent additions to its whisky range should appeal across the spectrum, including its new Sherry Cask and Bourbon Cask Single Malts as well as the blended option of The Guard Bridge. All three of the whiskies launched towards the end of last year.
Ingram said: “Retailers need to speak to a variety of audiences for Burns Night – from your traditional whisky drinker who enjoys a sophisticated single malt such as our new Sherry Cask Single Malt or Bourbon Cask Single Malt, to those who prefer to experiment with the nuances of whisky in different cocktails.
“Eden Mill’s The Guard Bridge allows consumers to experiment with more adventurous options for Burns Night.”
It’s this adventurous spirit that Eden Mill reckons will hold its whisky in good stead for Burns Night as well as for the year going forward.
Eden Mill’s new whisky launches also come at an exciting time for the brand as its gears up for an exciting 2024, complete with the opening of a new distillery in St Andrews.
And the new distillery opening will help to elevate the brand’s recognition and stand out on shelf further with consumers, according to Ingram.
She said: “Another exciting milestone for 2024 includes the opening of our new distillery in St. Andrews.
“The new facility will showcase the creation of our whisky and gin, guiding people through the spirit-making process and how Eden Mill creates its award-winning products.
“Alongside tours and experiences, guests will be able to browse a retail store and relax in the café overlooking Eden Estuary.
“It’s significant for all our retailers and stockists as thew new facility allows us to produce higher volumes of every spirit and because St. Andrews is already a huge tourist spot due to its connections to royalty and golf, the new distillery helps the brand become even more distinctive across the country.”
