How Whisky Brands Can Connect with Millennial and Gen Z Consumers

Photo Credit: OurWhisky Foundation - Jo Hanley

The whisky landscape has evolved, and so have its drinkers. No longer confined to dark, smoky bars or an old man’s drink, whisky is now enjoyed by a new generation—one that demands authenticity, detail, and real connections. As someone who runs one of the most diverse whisky communities on YouTube, I’ve seen firsthand what resonates with Millennials and Gen Z from around the world, from the Philippines to Brazil, New Zealand to Taiwan.

This new wave of whisky lovers isn’t interested in marketing fluff—they want the real story behind what they’re drinking. So, how can whisky brands meet these expectations?

Quality Over Quantity: Flavour is King

In today’s whisky world, younger consumers care less about how old a whisky is or how prestigious the label looks. What matters most is flavour and the craft behind it. These drinkers want to know that the whisky they’re drinking was made with care and expertise, not just churned out to hit an age statement.

Distilleries like Bruichladdich and Waterford have embraced this shift, focusing on flavour-first production, using unique barley strains and terroir-specific methods that create depth and complexity. It costs more to make, but that’s exactly what this generation values—quality over quantity. And that’s a lesson whisky brands need to understand: younger consumers will pay more for something that feels real and well-made.

No More Marketing Blurbs—Real Stories Matter

Here’s the thing: Millennials and Gen Z aren’t falling for marketing buzzwords like “finest casks” or “pure water running over ancient rocks.” They’ve heard it all before, and they’re not buying into it. What they really want is transparency. They want to know who’s making the whisky and how it’s made. They want details like:

• Is it unchillfiltered?

• What type of cask did it age in?

• How does the shape of your still affect the flavour?

These are the types of questions I hear over and over from my audience. It’s not just about the end product—it’s about the process, the people behind it, and what makes it unique. For example, Arran does this brilliantly. Their bottles tell you everything you need to know—no added colour, the cask type, and an authentic feel that doesn’t rely on outdated stag-and-hunting-trip stereotypes. Arran doesn’t need to play into marketing gimmicks from the 1800s—they focus on what matters to today’s drinker.

And it’s not just in their packaging. Arran has done an excellent job on YouTube, with videos explaining how the shape of their stills produces their fruity spirit, while the fatter stills at their sister distillery, Lagg, create a heavier, peatier style. This level of detail is exactly what today’s whisky consumers want—honesty, clarity, and information that goes beyond a marketing slogan.

Real People SWAY CONSUMERS

Billboards and magazines are not always the answer. What does influence today’s whisky lovers? Whisky communicators, shop specialists, and communities on Reddit or Facebook. Consumers are far more likely to trust the opinion of someone they connect with—whether it’s a friend, an expert on YouTube, or a member of an online whisky group—than a random award slapped on a bottle.

This isn’t just unique to whisky. Across other industries, we’re seeing personal stories from CEOs on TikTok, behind-the-scenes videos, and a shift towards open, direct communication with consumers. Whisky brands that don’t adapt to this are at risk of being left behind.

Why Video and Influencers Are the Future

Traditional whisky advertising—think billboards or glossy magazine ads—isn’t enough to reach today’s drinkers. Video is the dominant medium for younger generations, and it’s how they engage with brands on a deeper level. Platforms like YouTube, Instagram, and TikTok are where today’s whisky enthusiasts go to discover, learn, and connect with their favourite brands and influencers.

On my YouTube channel, I don’t just talk about how a whisky tastes—I share the entire experience. This gives viewers a direct connection to the whisky, the distillery, and the story behind the bottle. Whisky brands that use video to share behind-the-scenes stories, virtual tastings, and interviews with distillers will build a more authentic relationship with their audience.

And this is where influencers come in. Whisky drinkers trust real people who they can relate to—whether it’s a YouTuber like me, a shop specialist they’ve built a relationship with, or a fellow whisky lover in their Facebook group. By partnering with influencers who have a genuine connection with their followers, whisky brands can engage younger drinkers in a way that feels authentic and meaningful.

A Global, Diverse Audience

Whisky is no longer confined to one demographic. My own audience, made up of Millennials from all over the world—whether from the Philippines, Thailand, Australia, or New Zealand—shows that whisky has become a truly global spirit. These new consumers don’t fit into the old stereotypes, and they want whisky to reflect that diversity. Whisky brands that embrace this shift will find success not just in one market but across the globe.

The Cultural Shift

Back in the 80s, whisky was often seen as a drink you’d knock back in a bar—quick shots or blended into cocktails. But today’s whisky drinkers are more about savouring the experience. They want to sip, explore the flavours, and understand the craft behind the dram. This cultural shift means whisky brands need to change how they communicate with their audience.

It’s no longer enough to push a product; brands need to sell an experience. Younger drinkers want to feel like they’re part of something bigger—whether that’s through a virtual tasting, a whisky festival, or even a deep-dive video on YouTube.

Authenticity is Everything

If whisky brands want to connect with Millennial and Gen Z consumers, they need to embrace transparency, detail, and real connections. This generation isn’t buying into flashy marketing or outdated stereotypes. They want to know the story behind the bottle, and they care deeply about the craft and people who make it.

In my experience, the brands that succeed in connecting with younger drinkers are the ones that understand this shift. They’re the ones using video, partnering with influencers, and sharing the real story behind their whisky. The future of whisky is bright—and it’s all about authenticity, diversity, and creating genuine connections.