TASMANIA LEADS THE WAY IN WHISKY RETAIL INNOVATION

The Whisky Club Founder, Bertie Cason at the launch of The Whisky Club's inaugural whisky, Balblair 2000

The Whisky Club Founder, Bertie Cason at the launch of The Whisky Club’s inaugural whisky, Balblair 2000

The launch of The Whisky Club in Hobart last month promises to significantly change the way consumers buy premium whisky in Australia.

Based on the popular wine club model, The Whisky Club addresses Australian consumers’ growing demand for top-end single malt whisky by providing its members with a monthly supply of curated, rare single malt whiskies along and an ongoing whisky education.

Founded by Hobart whisky entrepreneur Bertie Cason, the Club has seen rapid growth since launching in May. By featuring one whisky every month, the Club leverages its members’ collective buying power to secure good deals and exclusive imports, thereby proving unprecedented value to its membership.

“Being a whisky fan myself, plus my deep involvement in the local industry through Sullivans Cove, I have a good insight into what works and what consumers want. Provenance, education, exclusivity and convenience are key” said Mr Cason.

“The idea of the Club is not just to supply our members with a splendid bottle of whisky every month, we want to increase their knowledge and facilitate a more pleasurable whisky drinking experience.

“We do this by using readily available tools such as Google Hangouts for example, where we can talk to a distiller in Scotland while we all sit at home in Australia drinking his whisky. It is one-off experiences like these that make the difference.”

To celebrate their launch, The Whisky Club is giving away a rare bottle of Sullivans Cove French Oak worth $3750. For more information see www.thewhiskyclub.com.au

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