I received an invitation to take part in a livestreamed tasting with a whisky legend, starting in a few hours. By buying John Dewar & Sons’ new single malt whisky release, the Single Malt Discovery Collection, for £40 (or €43) I can sit down in front of my laptop screen and join the fun with Dewars Malt Master Stephanie Macleod, drinks commentator Alice Lascelles, and brand ambassador Matthew Cordiner. On the media front, beyond this first whisky livestream, Amazon also produced and distributed The Three Drinkers Do Scotch Whisky on Prime Video, a travel show showcasing Scottish whisky and scenery, in 2018. It reveals a strategy to develop both its whisky media and retail reach in tandem, allowing each to complement the other. For whisky brands, Amazon offers a unique platform to push its product to consumers in new ways with its powerful reach.

Source: Forbes October 24, 2019 15:56 UTC