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Brief Published: 10 Sep 2019

Waitrose Launches At-Home Whisky Tastings


British supermarket Waitrose has launched Discover Whisky – an at-home whisky-tasting experience. Customers can enjoy a flight of whiskies in the comfort of their own home, while a brand ambassador provides tasting notes and guidance for making whisky cocktails. This educative service is sure to appeal to the enthusiastic foodie cohort discussed in Activating At-Home Foodies, as well as the budding consumer bartenders explored in DIY Mixology.

The experience lasts two hours and includes Maker's Mark, The Chita, Highland Park 12, Jim Beam Double Oak and Laphroaig varieties. Participants will be shown how to best combine these whiskies with sodas and how to pair them with cheeses and chocolate. At the end of the session, each guest is allowed to keep a complimentary highball glass and rock glass.

The service is now available throughout most of the UK and is priced at £400 ($492) for a party of six to 10 guests.

The initiative follows the supermarket's Gin O'Clock experience, launched in May 2019, which offers patrons a chance to taste a selection including a pink pepper and sloe gin variety. Here, a brand ambassador enlightens participants about the history of gin and the importance of achieving a balanced botanical blend.

These initiatives tap into the consumer desire for ultra-convenient services and experiences that can easily be weaved into their busy lives. For more on how supermarkets are prioritising ease, see Future of the Supermarket: Supercharged Service.

See also London Cocktail Week 2018: Top Takeaways and Alcohol Trends 2019.