Whisky, whiskey, drams, blends, grain, single malt, bourbons - you'd be forgiven for thinking that whisky talk is a bit like speaking another language altogether. Indeed, it can get quite intimidating with so many different types out there.
This can lead some publicans to think the solution is to stock a few popular brands and be done with it. But in so doing, licensees who don't get to know more about the drinks they have on offer are missing out on a vital opportunity to upsell their premium brands.
Pub customers are becoming much more discerning, and are increasingly asking about the origins of their drinks. So educating your customers could revitalise whisky sales. One way to do this is to hold whisky tasting evenings.
Dominic Roskrow is the founder of true-spirit.co.uk. He's also the author of Need to Know Whiskies and his new book World's Best Whiskies will be released later this month. Dominic uses his vast whisky knowledge to host tasting events in his local area in Norwich. Last week he officially launched his website (thewhiskytastingclub.co.uk), an online shop selling mini whisky bottles accompanied by tasting notes.
Worth coming out for
Dominic has been conducting whisky tastings for about six years now, and believes that pubs are the perfect venues for these events.
"The argument has been that most things, like smoking, we can do at home and not in the pub. So pubs need to offer something that people can't do at home," he explains.
Dominic believes that the vast number of different types of whisky, along with expense, means that few people have the money and knowledge to buy bottles of top-shelf stuff just to try themselves. And that's where whisky tastings come in.
"Whisky is growing in popularity, especially with younger people.
"They don't want to drink what their fathers drink," says Dominic. "Nowadays people want to know the story behind their whisky - its provenance and how it has matured - people buy into that."
Dominic says publicans can charge different rates depending on the number of whiskies at the tasting, as well as the level of knowledge offered.
"It's possible to pick up four or five whiskies for £150 to hold a tasting," he explains. With a number of websites offering tasting notes on whisky, he agrees it is possible to hold your own tasting with little education on the subject. He recommends charging little more than £6 to £10 in these circumstances, perhaps with finger food on offer. But, as Dominic notes, "many licensees don't have the time or the inclination to do all this".
Alternatively, hiring an expert is one option. Charging more can be easier to justify for such a tasting, given the level of knowledge on offer. Then, by serving the bottles popular in the tasting in your own bar, you could boost trade from the attendees who enjoyed that particular brand. This is especially useful if it is an unusual bottle that isn't found in your competitors' pubs.
Dominic's advice is to keep the price as low as possible. "There are other ways to boost trade with this - the most important thing is that people come in the first place. You can get a reputation as a good whisky pub in the area. You can take a break in the middle, giving you the chance to sell food. Many people who come to the tasting will have a pint before or after, so you get extra revenue there too. Hold it on a quieter night like a Monday or Tuesday - it can be a right little money-earner if you promote it right."
And he says that this sort of event might work with other spirits too, like rum. "The sky really is the limit," he says.
And it doesn't have to stop there. Offering a wide range of whiskies in the pub is another great way of encouraging sales. This is especially true when staff are well educated about what is on offer, and can confidently explain different whiskies to customers.
Dominic recommends trying a few different whiskies that are interesting, but not so unusual that they are alienating. And with this, financial benefits can be reaped.
"People balk at the cost of high-end bottles," he explains. "Anyone can buy a 10 to 12-year-old bottle of whisky - but a £50 or £60 bottle can be a really special treat. Do the maths; you could get 20 measures out of the bottle. At £4 each you could get £80. It's not a massive profit but it is worth stocking the bottle."
Stacey Thomas is the managing director of Bourbon Ltd, the company that owns and runs the Lexington in Islington, London. They currently sell around 55 American whiskies. Originally from Australia, Stacey started stocking difficult-to-get American whiskeys after noticing that the only ones available were bog-standard bourbons.
"Initially I thought that it was just owner's indulgence," she says, "but people surprised me."
For Stacey, getting a reputation as a leading whiskey lounge was down to having an extensive range on offer, as well as keeping customers and staff well informed of what's there.
"We advertise what we have on the chalkboard, so most people come up and ask for more information," she says. "We have training sessions for our barstaff - but staff are more likely to upsell what they like, not so much what they know.
"We also have tasting notes in our menus so it's easy for people to choose one that's right for them."
Stacey says that the back-bar at the Lexington is a marketing tool in itself. It's covered in unusual bourbon bottles. "It's a hook," she says. "The bottles are unique and people can see we have made an effort - so it's value for money."
She also advertises a hand-picked selection of craft beers and bourbons on sale - what's called a 'boiler marker' menu.
Although she agrees that the selection's popularity is helped by their discerning clientele, she advises publicans across the country to widen their offer: "There is a growing culture for bourbon whiskey. There's nothing stopping any publican stocking a few good bourbons and learning about them.
"They could then have a tasting to introduce people to bourbons. It could be an easy way of upselling."
Tales of the tastings
Dan Searle, the Rumsey Wells, Norwich
"We took over the pub two years ago, and held our first tasting about a year after. Now we have a monthly one that Dominic Roskrow holds, and he also holds a VIP tasting every couple of months for the more hardened whisky fans. Our monthly tasting is open to anyone. We promote it to the surrounding area and advertise in the pub and on the pub website. We started with five people but now it's more like 20 a month.
"Dom is experienced and likeable, so when people have a session with him they can see why we charge £12.50 a time, with five whiskies to taste - I wouldn't feel confident taking the tasting myself. Plus he brings along hard-to-find whiskies. The popular ones usually end up on our back-bar.
"Generally we have around 10 or 12 bottles of whisky on the bar, but this number goes up every time we have a tasting. It's nice to be able to bring your customers good-quality stuff they wouldn't be able to find everywhere.
"The staff know about whisky and are able to advise customers on trying some. It's essential that they can talk about our drink, otherwise there is little point in having them on the bar - nowadays people want to know about the drinks - it's part of the service. Plus it gives people an excuse to spend their money on something that's worth it."
Jamie Milne, brand ambassador for Glenfiddich
"A tasting is a great way to educate people about whisky - they are much more willing to talk to you with a glass in their hand. It's amazing how much rapport you can build up with customers, and you can hold monthly whisky clubs as well to keep them coming back. And educating staff about the whisky that you sell is important - even if they only remember a snippet of information, it's better than nothing.
"Most ma