In an era where the spirits landscape is constantly evolving, this study delves into the heart of consumer attitudes and behaviors towards Scotch and its counterparts within the whiskey category. Through a meticulously crafted AI-moderated interviews done by BoltChatAI: the world’s first AI-moderated research platform, this presentation will shed light on spontaneous associations, preferences and misconceptions surrounding Scotch, single malt and blended whiskies. By exploring the influence of origin, production methods and branding on consumer choices, our findings aim to offer actionable insights and strategies for the marketing and insights communities. Attendees will gain a deeper understanding of the complex relationship consumers have with whiskey, particularly Scotch, and how these insights can drive innovative engagement and marketing strategies in the beverage industry.
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