Digital Tastings - Best Practice

Through virtual tastings and online masterclasses, our living rooms have become our default space for whisky discovery, but as the pandemic recedes and the world returns to some semblance of normal, how will at-home consumption evolve?

Has Covid-19 changed the way brands connect with consumers forever? Will there be a race back to the bar at the first opportunity, and where does that leave the digital space’s heightened role in driving brand discovery? Ultimately, are virtual tastings here to stay?

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Discussing these topics in our 60-minute summit, were:

Becky Paskin, Whisky Expert & Co-Founder, OurWhisky

Tess Syriac, Marketing Director, Starward Whisky

Louise McGuane, Founder, JJ Corry Irish Whisky

Samara Davis, Founder & CEO, Black Bourbon Society

Billy Abbott, Author & Educator, Whisky Exchange

The summit opened by posing the big question to our live audience: are virtual tastings going to continue post-Covid? Unsurprisingly, a resounding 89% responded with a positive ‘yes’, although there were many questions around what format these would have, the best practices for reaching consumers and encouraging engagement, and how they’d co-exist with ‘real-life’ events.

A shortened video containing the below key findings is above.

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Key findings

• Covid and the subsequent primary shift to digital channels has been a great leveller, allowing small brands to compete on the same level as larger, established players. Emerging brands such as JJ Corry are able to conduct several online events in one day, enabling them to reach far more consumers. [09.00]
• Whisky clubs like the Black Bourbon Society experienced an uplift in membership numbers during lockdown as people looked for new hobbies. According to Samara Davis, consumers are seeking safe spaces for education – in real life that’s at a trusted bar, but online it’s within a welcoming and established group or club. [15.00]
• Louise McGuane cites three main channels for JJ Corry’s future growth: on-premise, off-premise and ‘no-premise’, the latter encompassing direct-to-consumer channels such as whisky clubs. [20.00]
• Positivity is powerful – at a time when consumers are stressed and feeling isolated, it’s important for brands, retailers and clubs to communicate in a positive, welcoming and empathetic manner. [29.24]
• Consider the desires and needs of different audiences and customise tastings and virtual experiences to those viewers. [34.44]
• Authenticity is key to establishing a personal relationship with viewers. Allow the consumer to become familiar with the people behind the camera, rather than the marketing message. [36.20]
• The availability of whisky in small sample bottles or ‘rainbow packs’ has become more important as consumers seek to trial brands at home before committing to a full bottle purchase. Miniature tasting packs, particularly of Scotch, are ‘totally lacking’ in the US. [40.00]
• Partnerships with social media influencers can help brands reach larger audiences, but those relationships should be authentic and with people who are already passionate about whisky. [46.45]
• Tastings should last no more than 90 minutes and be both educational and entertaining. Hosts need to ‘show up in the same way you’d show up in a room’, and ideally be impactful and engaging speakers. [53.20]
• At the start of the pandemic all our panellists agreed they’d tried to do too many online tastings in the ‘hope that something sticks’. In future, a more successful strategy involves creating a flexible range of events with a more targeted, meaningful schedule. [57.50]
• Virtual tastings will continue as stand-alone events but will also become an integrated part of larger real-life events, offering a chance for geographically distant consumers to participate. [60.01]