Whisky lovers look away now . . . it’s the packaging that sells.
CONNOISSEURS might know the difference between an Islay single malt, a Speyside Scotch or a Highland dram but a large proportion of people who buy whisky choose purely on the basis of the packaging, according to a new study.
Up to 60 per cent of those buying single malts have no idea of what they might taste like and people are put off by packaging that embodies the “celtic clicheâ€, suggests the study carried out for Glasgow-based designed agency Good.
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