• The Cabinet

The Cabinets view on Scotch Whisky's latest drive to recruit new drinkers...

Updated: May 13

We always enjoy a chat with Tom Bruce-Gardyne at Whisky Invest Direct. This time we talked about how Scotch whisky's biggest names have unveiled glossy new ads for 2021's post-Covid reopenings, with the aim to recruit new drinkers.

Click below to find out more about why we think the recruitment of new consumers is the category's "Achilles' heel.