I knew nothing about either of these characters before picking up this book other than one of them – Sam – was an actor in a successful series & had recently released a whisky.
The whisky in question – Sassenach – has already won awards & appears to be popular – but has attracted a degree of criticism from those in whisky circles.
I just don’t get it.
Any celebrity putting their name to a whisky – or in this instance actively taking part in the blending & marketing – helps to open up & expand the whisky market to a new layer of customers & consumers.
Given that the whisky community is predominately male Sassenach appears – at least to Sam Heughan’s Twitter page – to have attracted a large female audience. This is to be welcomed.
Rather than being open & expansive many in the establishment sitting in clubs, societies & bloggers often come across as exclusive & closed to new methods & means of enlarging the whisky community.
There are double standards at play too as many of these self-styled ‘defenders of the dram’ often promote themselves as celebrities within their fiercely territorial domains.
Celebrity spirit or not – the actual taste of the whisky is my primary concern. I do recognise celebrity status does bring enhanced brand recognition with perhaps easier routes to market usually leading to increased sales – depending on the celebrity involved.
I’ve not managed to taste Sassenach – it doesn’t appear to be available in Ireland – but I do find the name attractive & the packaging certainly makes it stand out too!
This book however was in my local library – so I gave it a read.
The pair of actors engage in a laddish romp round Scotland dishing out historical titbits, name dropping, thespian tales, hearty food & plenty of whisky!
Like the whisky it opens up Scotland to a new audience – perhaps for the first time – attracted possibly by the dynamic duo on the book’s cover.
Blending popular culture, celebrity status & whisky together is a sure-fire way to broaden the appeal of the golden liquid & ensures it reaches new fans.
I don’t have a problem with celebrity spirits.
Sassenach is available from Master Of Malt here.
Sassenach Spirits website here.
Header image courtesy Sassenach Twitter here.
Sam Heughan’s Twitter here.