Raising a dram for World Whisky Day celebrations

By Erin Smith

Published: 15 May, 2015

As World Whisky Day kicks of tomorrow, Diageo explains that the rise of social media has helped boost interest in the spirit.

World Whisky Day was established in an effort to make whisky fun and enjoyable and takes place on the third Saturday in May each year. It is celebrated around the world and tomorrow will see around 125 whisky events hosted in 35 countries and 98 cities.

For Colin Dunn, brand ambassador for Johnnie Walker Blue at Diageo, everyday is a whisky day and the renewed interest in the category is another reason to celebrate.

He said: "Whisky is rising to a level we haven't seen in a long time. Up until recently I think whisky was seen as a more mature person's drink and was often drunk neat. There was a huge step change in last ten years."

Dunn believes that social media played a major role in the changes in consumers' perceptions about whisky as well as bartenders exploring ways that it can be served.

"Bartenders are alchemists and whisky fits in with that beautifully.The flavour profile is so diverse and they are able to create new serves that changes the persecution of how whisky can be consumers without losing its DNA," said Dunn.

Social media, consumer events and helped to bring renewed interest to the category, Dunn said: "There has been massive growth and interest in consumer events such whisky festivals. That didn't happen ten years ago. Social Media changed it and had a huge part to play. There is an insatiable appetite for information now," said Dunn.

Equally he thinks that the rise in popularity of food and drinks matching have also bing more consumer into the fold. The trend "helped decree that liquids and foods have taste and whisky has some of the highest amounts of flavour compounds" according to Dunn.

He applauds World Whisky Day as it is another great opportunity for consumer to try something they haven't before and another chance to "bring the liquid to more lips."

For more information about local events visit World Whisky Day.

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