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Brief Published: 26 Nov 2019

Shackleton Whisky’s Off-Grid Adventures

Extra
Shakleton Whisky

Tapping into the growing millennial desire to experience the outdoors and go ‘off-grid’ (read Youth Leisure Focus: Camping), Scottish brand Shackleton Whisky has created an interactive map that details places across the UK that are free from digital connectivity.

The online map highlights locales across the country, including Scottish lochs, caves in the Lake District and forests in Dorset – where hikers and outdoor enthusiasts can escape digital distractions like social media and email contact. The map includes details of what visitors can expect when they arrive at these cherry-picked destinations, as well as a list of activities and a five-day weather forecast.

Kenny Nicholson, head of modern spirits at Shackleton Whisky, said: “In an increasingly connected world, it is harder and harder for people to switch off […] as the world gets more hectic, these places have become real offline sanctuaries for people. This initiative sets out to celebrate and protect them, helping consumers have proper adventures.”

The brand is also involved in a legal battle to shield Unesco-protected biosphere Creeside Farm (near Galloway Forest Park) from the introduction of mobile networks, to preserve it as an “offline sanctuary”.

This initiative is indicative of a wider trend to safeguard untouched areas for future generations – much like the quiet parks proposed by American ecologist Gordon Hempton, as explored on The Brief. See also Hotel Offers Free Stay for Social Media Silence, another recent example of this thinking from a hospitality perspective.

For more on how food and beverage brands and dining experiences are helping consumers to enjoy the outdoors, see Off-Grid Eating and Sweden Offers Country-Wide DIY Wilderness Dining.

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