Amazon is live-streaming a Scotch whisky tasting

Scotch distillery group John Dewar & Sons is hoping to attract a new audience of young consumers by hosting a live whisky tasting on Amazon.

Master Blender Stephanie Macleod will lead the tasting

The tasting session, hosted by malt master Stephanie McLeod and FT drinks writer Alice Lascelles, will be recorded in real-time from the Aberfeldy Distillery, for audiences based in the UK and Germany.

To take part, consumers need to purchase the group’s Single Malt Discovery Collection, priced at £40 on Amazon. The collection includes three 200ml bottles of Scotch including: Aberfeldy 12 Years Old, Aultmore 12 Years Old and Craigellachie 13 Years Old, all bottled at 46% ABV.

The tasting, set to to stream on 24 October at 7:30pm GMT, will be Amazon’s first live event in the UK. It is also the spirits group’s first foray into live-streaming, which it hopes will “educate new and existing whisky drinkers on Scotch.”

The pair will also conduct informative Q&A sessions, where viewers will be able to submit questions live and direct to the hosts – another ‘first’ for an Amazon livestream event.

They will be joined by Aberfeldy’s brand home ambassador, Matthew Cordiner.

Lascelles, said: “I’m thrilled to be joining Stephanie…I’ve always thought the best whiskies are ones that start conversations, so I’m really looking forward to being able to taste, discuss, and explore these drams in real time with other whisky lovers around the UK and Germany. I’m sure we’ll all learn something!”

This is not the first time a Scotch producer has used Amazon to appeal to a wider customer base. Drinks giant Diageo debuted a new Amazon Alexa “skill” for its Talisker whisky brand at the start of the year, encouraging Amazon-users to buy the whisky and then learn more about its production using voice-activated technology.

Jon Dewar & Sons has been owned by Bacardi since 1998. The spirits giant first ventured into voice tech marketing in May with a ‘send me a sample’ promotion in Germany for its Bacardi Añejo Cuatro Dark Rum.

Aberfeldy’s 12-year-old single malt Scotch is the 18th best-selling whisky on Amazon, behind brands like Johnnie Walker, Jura and Haig Club.

Global Brand Director for Bacardi’s Malts, Ian Taylor, said the live tasting is a “global first for Amazon and we’re very proud to be a part of it.”

“Consumers are increasingly looking to the online environment for new, exciting whiskies and we feel Amazon is the perfect digital platform to bring together new and experienced whisky drinkers alike, to learn more about our amazing single malts.”