Techies are the new rock stars—or at least that's how some premium liquor brands see them.
Whether it's sponsoring parties—like those during South by Southwest Interactive (SXSWi)—or hosting private tastings, more premium liquor labels are targeting the tech crowd, hoping their spirit will become the drink of choice for members of this influential demographic.
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Macallan, which is owned by Scotch whisky company The Edrington Group, is one brand aggressively working to capture techies' attention.
Macallan, which is hosting tasting events during SXSWi, wants to hook entrepreneurs while they are young so that when they strike it big, they'll already be a loyal consumer.
"We are aware that a lot of brands target the rock 'n' roll lifestyle, but we are definitely trying to target the more discerning consumers," said Charlie Whitfield, the U.S. brand ambassador for Macallan.
"We associate Macallan with leaders of particular fields. And obviously, SXSW is a hotbed of future leaders. Innovation is driving the whole business world and there could be people at South by Southwest who will be the next founder of the company that takes over Facebook."
Macallan—which has an internal program that focuses on how to specifically market to the tech industry—began direct marketing to the tech crowd about two years ago, as the company began to notice the whisky-drinking demographic was changing.
"We try to stay away from the stereotype of an old man sipping scotch. We are trying to find the next generation of the Macallan drinker. And the next generation is a wider audience, it's young professionals in their late 20s early 30s who enjoy the finer things in life," Whitfield said.