Fraiser of Scotland outsells all other whisky brands at London show

One of Scotland’s newest whiskies has managed to outsell top existing brands at 2016’s world premier whisky tasting show in London. Fraiser of Scotland only launched last year, but managed to sell four times more bottles than any other brand in the show’s retail section.

Whisky Live London took place on the weekend of March 18, with over 2,000 visitors attending in two days. Over 100 whisky brands participated, the majority from Scotland, with other brands taking part coming from India, Taiwan, America and Ireland.

The strawberry-infused whisky liqueur is attracting attention thanks partly to the current trend in flavoured spirits, and the changing palate of the public.

Brand Ambassador Arafa Rashid, from Stirling, said: “There is, and always will be a place for the traditional whisky product. But, in the face of competition from other spirits such as gin and vodka there is an opportunity to take whisky-based products to a wider audience. Fraiser does this by adapting the recognised whisky taste in a way that even whisky purists enjoy.”

The drink was created by Master Blender John Smith, formerly Head Blender for Glenmorangie. John Smith learned and mastered his craft in the whisky industry over 35 years. He wanted to create a new flavour profile which would reflect the heritage of scotch whisky, and would offer a new taste experience appealing to both new and existing whisky drinkers.

Arafa added: “We are delighted by the success of Fraiser in London. It was described by one person attending the show as ‘Happiness in a glass’, and that’s the kind of reaction we get on a regular basis. Sales of Fraiser of Scotland are outstripping its more illustrious and traditional competitors at almost every festival we attend – including Glasgow Whisky Festival, Ooshka, Whisky Stramash and Drambusters.”

“Our aim is not to knock out the traditional whisky sector. We want to to complement it, and show that whisky can be enjoyed not just on its own or with water as we’re so often told. Our brand slogan is “How do you drink yours?” and for me that answer is – any way you want to!

Fraiser of Scotland

Twitter @fraiserliqueur and find us on Facebook – Fraiser of Scotland