The Sensory Signature of Malt and Blended Whiskies

The Sensory Signature of Malt and Blended Whiskies


The Challenge

  • To develop a taste led signposting system enabling consumers to choose whiskies by their preferred character at point of purchase


The Solution

  • Our Descriptive Sensory Panel worked alongside expert whisky tasters to develop a consumer-friendly language that described and mapped over 40 in-market liquids.
  • The sensory signature of each was defined from which on pack tasting notes were distilled. Sensory mapping highlighted differentiation and convergence of our client’s portfolio with competitors.

The Outcome

  • An effective sign posting strategy enabling customers to navigate whisky flavour was introduced into retail outlets whilst sensory mapping revealed direction for future product and brand development.


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