Scotch, the world’s favorite Whisky, will be celebrated across the globe on Thursday 8th February with a series of events to mark International Scotch Day.
Now in its second year, the day is a true celebration of Scotland’s greatest gift, cementing Scotch’s status as both the world’s favorite Whisky and the perfect drink to be shared with good company, wherever, whenever.
Celebrations will take place in homes, bars, clubs, and events across the world, as Scotch aficionados, enthusiasts and fans alike raise a glass to their favorite Whisky.
Ronan Beirne, Global Brand Marketing Director at Diageo said: “Last year we launched International Scotch Day and its huge success proved what we at Diageo already knew – the world loves Scotch. This year is going to be even bigger, with celebrations taking place globally, from Scotch Whisky tastings to opening the doors to Diageo’s archive in Scotland, free passes to distillery visitor centers and celebrity events in cities from Manila to Johannesburg”.
International Scotch Day is an opportunity to celebrate the world’s favorite Whisky and to shine a spotlight on the entire Scotch Whisky category. The popularity of Scotch has been built on its integrity, quality, and authenticity, and no other spirit can offer as diverse a range of tastes, textures, and flavors.
Ewan Gunn, Global Scotch Whisky Master from Diageo commented: “Scotch is made all the way across Scotland – from the romantic west coast, through the whisky heartland of Speyside, to the vibrant urban central belt of Scotland, and though it is made here, it belongs to the world and is truly the world’s favourite whisky. Hosting International Scotch Day for the second year shows how confident we are about the popularity of this truly international drink.”
2018 celebrity ambassadors and global locations will be revealed in February.
LoveScotch is about getting the world talking, thinking and trying the world’s favorite Whisky and celebrates all that gives scotch its unique character, flavor, and personality. The LoveScotch annual event, International Scotch Day on February 8th, is a day for people everywhere to join in and celebrate during the week of the birthday one of the world’s most influential Master Blenders – Alexander Walker the son of John ‘Johnnie’ Walker.
Diageo distillery Visitor Centres will be open free of charge on February 8th, 10th, and 11th. The Visitor Centres are at Blair Athol, Caol Ila, Cardhu, Clynelish, Cragganmore, Dalwhinnie, Glenkinchie, Glen Ord, Lagavulin, Oban, Royal Lochnagar, and Talisker. Places are limited. Details will be announced in due course.
According to Diageo, one of the major driving forces behind the celebrations: “We aim to grow our participation in international premium spirits to take advantage of rising populations and incomes around the world and the increasing popularity of spirits in emerging markets.”
“In a developed market, this means driving premiumisation through spirits price tiers up to our Reserve portfolio. In emerging markets, our strategy is to move from an import-based premium spirits model to become a local player where appropriate, participating in categories that give us scale and provide access to the fast-growing numbers of middle-class consumers.”