I love this. But I’m also hopeful for the day that I see a liquor campaign that uses such hilarious wit to market to women rather than just bros.
For what it’s worth, the women I know who are whiskey drinkers tend to be affluent, work in fields with a high degree of socialization like advertising and finance (e.g. many opportunities to exhibit their drink preferences around equally affluent colleagues), and are willing to pay up for the good stuff. And there are probably plenty more women out there who are potentially avid whiskey drinkers, but who have never had any reason to think good whiskey is really any better than the stuff poured into a row of a dozen shot glasses at college parties (for example, uh, Jim Beam) or that there’s any reason to drink it for responsible enjoyment rather than getting smashed.
Copy that conveyed a message of “not your little brother’s whiskey” could go a long way. I may be saying this because my 22-year-old brother tried the delicious, piney artisan whiskey I’d bought for post-Thanksgiving dinner and thought it was disgusting and asked if I had any Jågermeister.
On an encouraging note, Sia Scotch hit its goal on Kickstarter.