Words can transport you… be it to another time or another place.
For whiskies – most of which, packaging aside, look pretty much the same in the glass – those words can be a huge plus and a key differentiator.
So if your product has a provenance to be proud of, sing it from the pagoda rooftops.
Introduce the hidden glen or rocky cove where your particular liquid gold is distilled and you present today’s authenticity-thirsty consumer with a compelling reason to choose your bottle over all the others vying for their attention on the shelves.
You needn’t be too obvious about it either. Sometimes, the most rewarding discoveries come as a surprise!
Take Bowmore, every delicious drop of which is distilled in the magical island of Islay, off the west coast of Scotland. Not the easiest place to get to, but oh so worth the travail.
A few carefully chosen words (even in the tasting notes) can transport your would-be convert, if only for a moment, from the supermarket aisle, the crowded train or their home to one of the most elemental, wind-swept, sea-battered, smoke-infused places on earth.
Where better to savour Islay in a glass…
🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊
Tasting Notes
Bowmore 1964 conjures up a special time and a magical place.
On the nose you’ll discover ripe peach water, floral rose water and just a wisp of smoking barley. A sip reveals lusciously ripe peaches, but balanced by a more acidic note – something akin to juicy blood oranges or sharp pink grapefruit. Next comes wood with coconut creams and sweetness, leading to a finish of gentle peat fires glowing in the dusk.
No need to imagine our little island; you’re already there.
🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊🌊
Why this fascination with words?
So your brands can live long and prosper ✌
John Ormston Copywriting 