Ever picture the Western movie star actor John Wayne drinking whisky in a tin can? To all you whisky connoisseurs, picture a world where shot glasses include a tin ring.
Earlier this month, Scottish Spirits launched their first whisky in a can, coined “dram in a can.” The company promotes the new package to “outdoor drinkers,” believing they would rather carry the convenient tin cans then lug around the large glass bottles. While the can itself is inspired by the popular modeled beer cans, Scottish Spirits assures the aluminum-encased contents are 8 straight up shots of whisky. The best part to eco-friendly drinkers? The cans are also marketed to be highly recyclable.
Chief executive Manish Panshal on Mail Online says, “We are really thrilled with the idea – it’s going to be a part of every lifestyle and occasion.” She also is reported to endorse the idea of sharing and mixing the perfect-sized drink.
But the contemporary spin on Scotland’s national drink has many questioning the future popularity of the product. Also according to Mail Online, The Whisky Bible author Jim Murray believes, “I can’t see it taking off here because a can would cheapen a product that Scots are rightly proud of. A tin of whisky could never make your heart skip a beat like a fine Scotch.” But Murray cannot deny his own interest in the newest packaging and has defended the product in terms of convenience saying, “It will certainly be cheaper than buying a big bottle.”
Besides the mixed fan reviews, the Scotch Whisky Association has an opinion of their own, informing Mail Online that they are indeed investigating the product’s whisky content, assuring prospective buyers of the company’s integrity.
And to not confuse and mislead any fans, Scottish Spirits has openly addressed the issue of geographical production, saying on their website: “Scottish Spirits' Whisky in a can is not produced in Scotland, therefore it is not Scotch Whisky, it is whisky and will be only marketed as such.”
Until the investigation is completed from the Scotch Whisky Association, outdoorsy North Americans must wait to try the tin canned whisky. In the mean time, “outdoor drinkers” in South America and the Caribbean (along with other areas) are packing their whisky tin-styled.
The suggested retail price is US$5.00 including taxes. For more information, visit the Scottish Spirits website here. Picture provided by buzzfeed.com
This article appears in Jan 20-26, 2011.