A group of young Scottish entrepreneurs based in Glasgow is to launch a monthly whisky subscription club that aims to make whisky accessible to a discerning younger audience.
Subscribers to the YoCo Club service will receive a case of two single malt Scotch whiskies delivered to their door for as little as £27 per month. Each case contains 40cl of whisky, giving subscribers over 12 drams to enjoy every month.
A crowdfunding campaign which launched on the Indiegogo online platform on Wednesday saw over £2,000 being raised within the first 48 hours, with subscribers able to sign up for either 1, 3 or 6 months at a time. The aim is to raise £10,000 within the next few weeks and to fully launch the service in December.
Co-Founder and CEO Calum Leslie said that the club aims to attract young professionals to sign up by offering a familiar subscription model to the 25-45 year old market.
“The UK market alone for Scotch whisky shrunk by 9.5 per cent since 2009 and this is partly due to the fact that whisky distillers are failing to attract young consumers, as the core market remains 45-plus year-old males”.
“Scotch whisky is appreciated around the world and has been the drink of choice of many for decades. Younger people’s pallets have not changed: rather it is the way in which whisky is marketed, presented and delivered that is not appealing to the discerning younger generations.”
The club brands itself as a lifestyle club that profiles their subscribers and is attempting to build a company that escapes the “old school” image of a whisky club.
Why are you making commenting on The Herald only available to subscribers?
It should have been a safe space for informed debate, somewhere for readers to discuss issues around the biggest stories of the day, but all too often the below the line comments on most websites have become bogged down by off-topic discussions and abuse.
heraldscotland.com is tackling this problem by allowing only subscribers to comment.
We are doing this to improve the experience for our loyal readers and we believe it will reduce the ability of trolls and troublemakers, who occasionally find their way onto our site, to abuse our journalists and readers. We also hope it will help the comments section fulfil its promise as a part of Scotland's conversation with itself.
We are lucky at The Herald. We are read by an informed, educated readership who can add their knowledge and insights to our stories.
That is invaluable.
We are making the subscriber-only change to support our valued readers, who tell us they don't want the site cluttered up with irrelevant comments, untruths and abuse.
In the past, the journalist’s job was to collect and distribute information to the audience. Technology means that readers can shape a discussion. We look forward to hearing from you on heraldscotland.com
Comments & Moderation
Readers’ comments: You are personally liable for the content of any comments you upload to this website, so please act responsibly. We do not pre-moderate or monitor readers’ comments appearing on our websites, but we do post-moderate in response to complaints we receive or otherwise when a potential problem comes to our attention. You can make a complaint by using the ‘report this post’ link . We may then apply our discretion under the user terms to amend or delete comments.
Post moderation is undertaken full-time 9am-6pm on weekdays, and on a part-time basis outwith those hours.
Read the rules here