Young’s Pubs campaign highlights world whisky

Young’s Pubs and Geronimo Inns may be more commonly associated with pints and pub grub, but the British hospitality group is now aiming to educate its customers on world whisky with a new campaign.

Young’s Pubs and Geronimo Inns is embarking on a world whisky education mission

The group’s three-month Whisky Tide campaign aims to introduce customers to the collection of whiskies available across its estate through a series of trade-to-consumer events and tasting sessions.

“At Young’s we aim to go above and beyond when offering our customers a range of unique drinks and experiences,” said Gillian McLaren, director of marketing at Young’s.

“We believe our Whisky Tide campaign will not only appeal and enhance experience for our current whisky drinkers but educate and introduce new consumers into the wonderful world of whisky.”

The campaign splits consumers into two groups – Confident Explorers and those with Finer Tastes.

Brands taking part on the Confident Explorer category include: Hibiki Japanese Harmony, Bulleit Bourbon, Hudson Bourbon and Auchentoshan Scotch whisky.

Confident Explorer events include an Auchentoshan and Ale evening workshop and a Hudson Whiskey Masterclass with global brand ambassador Tony Valeria.

The Finer Tastes category will be supported by Scotch brands such as: The Naked Grouse, Talisker and Glenfiddich.

Events include Pernod Ricard’s Art of Blending with ambassador Lauren Mustard, an interactive Cocktail Masterclass with Diageo, and the educational Glenfiddich Deconstructed programme.

Young’s has also secured an “exclusive on-trade partnership” with Glenfiddich IPA – a single malt finished in IPA craft beer casks – which will be available exclusively across 85 Geronimo Inns and Young’s pubs until March 2017, and showcased during the Glenfiddich IPA masterclasses.

The partnership “reinforces” Young’s aim to “bridge the gap between the traditional pub pint and the world’s finest spirits”.