苏格兰威士忌寻求形象突围：以数据与场景创新吸引新一代消费者
苏格兰威士忌正努力摆脱「过时」形象以争取新客群。苏格兰威士忌协会数据显示，2025年该品类出口额下滑0.6%、出口量下滑4.3%，英国政府今年已宣布启动调查探究销量下滑原因。IWSR研究显示，去年全球苏格兰威士忌消费基本持平（年复合增长率1%），而基酒长饮类年复合增长率达9%。酒厂正从包装与饮用场景入手求变：Elixir旗下Tormore改用柔和的视觉风格，Port of Leith则推出100毫升罐装Old Fashioned。
The fusty image of Scotch whisky has to change to meet the demands of potential new consumers. Here’s how brands are endeavouring to entice the next generation of drinkers.
*This feature was originally published in the August 2026 issue of The Spirits Business magazine.
The year is 2026, and Scotch whisky has an image problem. Scotch whisky, it seems, has nearly always had an image problem. In the beginning, it was too rough and unsophisticated to compete with imported spirits from France and the Caribbean. Then it caught the wave that crested with the Industrial Revolution and became a modern drink for modern times. That lasted until competition from other categories such as vodka left it looking tired and uncool.
“If you go back a few generations, our grandparents didn’t have too much else to drink. Our grannies loved their whisky,” says Craig Lancaster, head of creative services at London’s Elixir Distillers. “But when alternatives to whisky turned up, like a greater selection of wines, whisky had to cement itself with an identity, and it’s that identity we’re still hanging onto now.”
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