Move over, beer, and take a hike, alco-pops. It seems whisky is the drink of choice for Australia's young adults these days.
Over the past few years, whisky bars and retailers have noticed a significant change in their clientele. But this isn't a case of the younger demographics simply consuming stiffer liquor; they're actively seeking to educate themselves in the ways of whisky.
“Places like us are holding lots of tastings and events for education on whisky,” says Ivan Myers, co-owner of The Whisky Show – ranked fourth in the world for whisky exhibitions. Myers has noticed an increased interest in single malt whiskies from the 25-49 demographic, saying, “People want to be sophisticated, so they're looking for interesting things to drink. Single malts fit that.”
Repeatedly voted one of Melbourne's best whisky bars, Whisky & Alement is one such establishment that hosts classes to educate the whisky-curious, covering topics like whisky appraisal, understanding the “flavour wheel”, and even the history of authentic Scottish whisky. Like Myers, Whisky & Alement owner Julian White has watched his clientele evolve over the years.“The amount of younger people who are interested in whisky of various unique types and without mixers is definitely on the up,” says White. “There has been some younger women as well, looking to try out whisky neat.
“We just aimed to fill the demand. We didn't have people coming in here looking for whisky, but now we do.”
While it may seem strange that a drink once associated almost exclusively with older demographics has been adopted by youngsters, one theory suggests 'Mad Men' is a the bottom of this paradigm shift – the show's premiere coincides with the beginning of the resurgence of whisky culture.
With research claiming that Australia's 25-34 demographic is now the majority of the whisky market, we can only hope 'Mad Men' hasn't had this impact on cigarette sales too.
