Rather than being open & expansive many in the establishment sitting in clubs, societies & bloggers often come across as exclusive & closed to new methods & means of enlarging the whisky community. Given that the whisky community is predominately male Sassenach appears – at least to Sam Heughan’s Twitter page – to have attracted a large female audience. Image courtesy TwitterĪny celebrity putting their name to a whisky – or in this instance actively taking part in the blending & marketing – helps to open up & expand the whisky market to a new layer of customers & consumers. The whisky in question – Sassenach – has already won awards & appears to be popular – but has attracted a degree of criticism from those in whisky circles. I knew nothing about either of these characters before picking up this book other than one of them – Sam – was an actor in a successful series & had recently released a whisky.
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