05/05/2005 08:41:00 AM 
Like wine, whisky has perpetuated a mystique; its always been positioned, as a drink you have to be a grown up to drink, and ideally, you should know something about it, especially if its a malt whisky.
Like any good brand, this begins with a story:
"It all started with Jon and Mark heading out for a post-Christmas walk in 2002. As they wandered up Glen Bruar and the nearby Munro, they started chatting. The chat got more and more animated as the conversation turned to whisky. Both of them loved whisky, but hated all the waffle and reverence that always seemed to get in the way of enjoying a glass. They decided their world needed a whisky that removed all the waffle, tasted amazing and was for them, not some 80 year old laird."
This was the birth of John, Mark and Robbo's Easy Drinking Whisky Company. . It helped that Robbo was the master distiller at the famous Macallan whisky brand. Together they worked to develop three different, but very understandable flavor variants: Smokey Peaty, Rich Spicy and Smooth Sweeter.
This human, no-nonsense approach could work for two targets; the young, who may have considered whisky, "their parents drink" and older consumers, who previously found the category intimidating.
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