The Woodsman recruits a new generation of Scotch drinkers

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Whyte & Mackay are releasing a contemporary blended Scotch whisky with the aim to recruit younger drinkers into the Scotch category.

With an ABV of 40%, The Woodsman has a bold yet balanced taste. It is designed for mixing and is described as “perfect for up-tempo occasions”.

From its maturation process to its premium packaging, The Woodsman “has woodcraft at its heart”. It is matured using freshly-built oak casks from Ohio. Ex-Bourbon barrels double-scorched in Scotland are used for extra depth, adding vanilla sweetness and a hint of woodsmoke.

The tree-inspired bottle with debossed and embossed detail aims to capture the spirit of the great outdoors.

Recommended serves include a Maple Syrup Old Fashioned, a Woodsman & Ginger Beer, or simply mixing with cola.

The introduction of The Woodsman follows Whyte & Mackay’s relaunch of Fettercairn single malt last week and Jura earlier this year.

Steven Pearson, global marketing director at Whyte & Mackay, said: “Whyte & Mackay is a company on a mission. We are investing globally in our current portfolio and are committed to innovation, with several new product launches planned over the next 12 months.

“The Woodsman is a real category disrupter and we’re thrilled to bring this exciting modern spirit to the market.

“Our research showed us there are younger consumers drinking across several categories but avoiding Scotch because they’re put off by traditional category cues. We recognised this as an opportunity to tap into the continued growth in brown spirits drinkers and bring to market a blended scotch with a unique flavour profile and a rich and innovative production story.

“The Woodsman will add value to the category while standing out as a differentiated offering against mainstream promoted blends.”

Launched this week at the Edinburgh Festival Fringe’s Underbelly, The Woodsman will be available in selected bars and retailers across the UK with an RSP of £28.

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