a world in one location
Unbeknown to me I have entered Justin’s favourite part of the shop and in relaxed manner he begins to chat and informs me that on a tour of Scotland he was fortunate to visit Islay, he says Islay is known around the world as ‘the whisky isle’ that the whisky has a distinct smoky character and that this distinctive flavour results from the peat, the water, the climate and the Islay brewing process. He tells me that Islay although a relatively small island, some 40 by 20 miles and only 3,000 people, has, amazingly, nine distilleries.
Now, as a marketing practitioner and a marketing academic I recognise that Justin’s level of product knowledge and this commitment to customer education demonstrates a very proficient and highly involved salesperson; one who is gently but purposefully steering me along the first time time zone of the buyer decision process. I come clean, and state that I am prospecting for ideas, that I intend to visit Scotland and may explore whisky from a marketing perspective and in particular from the idea of product provenance. Then you need to visit Islay enthuses Justin and you must talk with the people at Kilchoman and Bruichladdich – they have really interesting stories.
After a little googling and a few emails I have committed to visit the whiskey isle of Islay and talk with the people at Kilchoman and Bruichladdich.