Whisky club aims to attract young dram fans

A new monthly whisky subscription club that aims to make whisky more accessible to a younger audience is seeking funding online.

The new company is seeking to prove that the palates of younger whisky fans is no different than older drinkers (Photo: YoCo)

The YoCo Club delivers a case of two single malt Scotch whiskies to a subscribers door for prices starting at £27 per month. Each case contains 40cl of whisky, giving subscribers over 12 drams to enjoy every month.

The campaign went live on Indiegogo on 21 October and allows potential subscribers to sign up for either one, three, six or 12 months at a time.

Each case comes with a membership card that contains a QR code that the subscriber can scan to gain access to information about each of the single malts.

YoCo Club is trying to attract young professionals to sign up to their club by offering a familiar subscription model to the 25-45yo markets.

Co-Founder and CEO Calum Leslie said: “The UK market alone for Scotch whisky shrunk by 9.5% since 2009 and this is partly due to the fact that whisky distillers are failing to attract young consumers, as the core market remains 45+ year-old males”.

“Younger people’s pallets have not changed,” he argues, “rather it is the way in which whisky is marketed, presented and delivered that is not appealing to the discerning younger generations.”

YoCo Club’s Indiegogo campaign is aiming to raise £10,000 to get the company started. The campaign will run until 21 November and includes a number of “rewards” including a round of golf at a famous Scottish golf course and a private tour of one of Scotland’s famous distilleries.