Being in the spotlight can change an entire perspective. With whisky, it’s no different. We explore how one title, Best Whisky in the World, propelled Henry McKenna to the upper echelon virtually overnight. It is just one of the many marketing aspects that is often used to distinguish a whisky in an increasingly crowded sea of “small batches” and “Master Distillers”. This begged the question: "What other marketing tactics are out there?" How else do companies try to influence your decision when standing in the aisle? Not all things are as they seem, but not all things are done maliciously; some are just plain creative. From back stories and labeling to dyes and bottle shape, join us as we explore the marketing techniques and creative lengths companies will go to ensure their whisky ends up in your spotlight and in your glass.

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