WhiskyDC Response to Va. Scottish Games Banning WhiskyDC Tastings
Sent: Thursday, August 18, 2011 7:08 PM
Hey, Alex, I have discussed the situation with Tony and have a few more thoughts.
Glenfiddich prohibiting, at the last minute, a small local club from offering tastings at the Games would alienate their target core market: folks who purchase a lot of high-end whisky. WhiskyDC's presence for so many years has been eagerly anticipated -- and the absence would be a public relations disaster for Glenfiddich. Few people would understand (1) why Glenfiddich thinks WhiskyDC is so threatening and (2) why Glenfiddich believes its whisky cannot stand up to other whiskies.
From a marketing perspective, patrons are not Glenfiddich's key demographic. Folks do not become patrons, or stop by the patron area, to drink or learn about whisky. On the other hand, people seek out WhiskyDC to learn more about whisky and savor the experience. These are the folks that are more likely to purchase larger amounts of whisky at a higher average unit cost.
I suggest that Glenfiddich should encourage WhiskyDC to hold tastings as usual -- and donate several bottles to the group to include in the tastings. We would also be pleased to distribute their literature. They would therefore have two marketing locations, rather than one.
Your choices are (1) support WhiskyDC in operating as usual, (2) ban WhiskyDC from offering tastings for fees and thereby removing the reason for our participating in the Games, or (3) create a synergy between WhiskyDC and Glenfiddich that benefits both.
I will need your decision by mid-day Sunday so that I can notify my mailing list and post the information on my Web site.
Unfortunately, I will be incommunicado from noon tomorrow until Sunday at about 2pm since I will be at Ft. Pickett for my monthly basic non-commissioned officer training.
Yours aye,
- Bart
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Concerning “alternative location for an evening tasting:”
Date: Thu, August 18, 2011 4:37 pm
Hey, Alex! A different location, without the usual Games traffic, for a public tasting paid by WhiskyDC is out of the question due to the short notice, the distant location, and the fact that we are having a tasting the week before. I would have suggested a private tasting where the Games would pay for the whisky and the service. (See our policies at http://www.whiskydc.com/tastings .) But you said that "we cannot endorse seminars or formal tastings on whisky." So I'm a bit confused.
Are you willing to spend a minimum of $180 for a private tasting at the hotel on Saturday?
Yours aye,
- Bart
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TASTINGS AT THE GAMES
Tastings at the Virginia Scottish Games are what keeps WhiskyDC alive during the year. At the 2010 Games, WhiskyDC conducted 69 tastings at $15 each and grossed $1,035. This covered the costs of the tent space, print materials, tasting supplies (cups, wristbands, paper towels, etc.), the whisky itself, and helped stocked our inventory a bit for future tastings. WhiskyDC also gained about 45 new names for the mailing list.
More importantly, the Games tastings are critical in WhiskyDC serving its mission to celebrate the spirits of Scotland -- especially to a new audience. The tastings are WhiskyDC's "educational materials." Teaching people about whisky without tasting whisky is the same as attempting to teach an art class without pictures of the art. Try describing the Mona Lisa only with words.
WhiskyDC is deeply saddened that Glenfiddich has pressured the Virginia Scottish Games Board into banning WhiskyDC tastings. WhiskyDC truly believes that the Board has taken this step extremely reluctantly due to our wonderful relationship in the past. One distillery insisting on a whisky monopoly at the Scottish Games is the same as Walker's Shortbread demanding that only their foods be served in exchange for a sponsorship or one clan insisting that only their tartan be sold. This is truly counter to the Spirit of Scotland and definitely not the American Way.
