ADVERTISING RATECARD 2019 | Celebrating the of the world

HISTORY WHY ADVERTISE

Launched in 1998, Magazine recognises this most Whisky Magazine

allows the advertiser to engage with a wider wonderful drink in all its magnificent diversity. Devoted global audience, reaching both the whisky novice and the exclusively to whisky, it brings you news, features, reviews and, enthusiast who want to know where to enjoyWhisky a whisky Magazine in cities of course, tastings of the very best malts, blends, bourbon, ryes around the world, distilleries to visit, and where to buy that Bothand more. Whisky Magazine exclusive whisky to add to their collection. www.whiskymag.com is the authority to which business professionals, experts, and its website executives and the new whisky drinker alike turn, to always be Whisky Magazine explore the lifestyle of whisky – the ‘in the know’ and to provide insight for their next purchase. bars, hotels, travel, fine dining and the pleasures of whisky and our audience, Whisky Magazine living. also regularly explores the secrets, With the whisky trade representing a significant percentage of mystery and essence of the product; great distilleries, the also creates the opportunity to maturation process, the influence of oak, whisky heroes... the create and expand brand awareness to the industry at all levels list goes on. both nationally and globally. the great passion, Whisky Magazine In a world where variety is essential, and flavour REGIONS AND MARKETS World Whiskies takes Awards, pride in Icons celebrating of theWhisky whiskies and Whiskyof the world Live. throughout the year, in print, online and in person via our As well as covering all areas of , from production, to blending, to stories of the distilleries themselves, a significant KEY FACTS proportion of Whisky Magazine explores the specific natures of 8 centresthe many of regions Ireland, and Japan, markets Australia around as well the asworld. Canada We anddedicate the supplements and special focuses on those mighty production � Readership of 68,270 editions per year � 32% many parts of Europe (including England and Wales). Of course, �  40% 52% delivered direct to subscribers’ home addresses we provide regular in-depth coverage on the seven remarkable � 8% ROW Global distribution : UK & Europe; US & Canada; regions within Scotland itself. Every year we publish a special report on Speyside and we spend much time covering the many- READERSHIP faceted market that is the USA.  These supplements and special focuses provide well targeted � Average age of reader 40 years with 75% advertising opportunities for producers and, for the reader, added between ages 35-65 years value to their annual subscription. �  80% drink whisky more than twice a week � 64% buy themselves more than 11 bottles of whisky each year January 2018 October 2017 � March 2017 Readers, on average, spend between £45-£75 on a bottle of

www.whiskymag.com www.whiskymag.com www.whiskymag.com Celebrating the whiskies of the world

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www.whiskymag.com Celebrating the whiskies of the world whisky for their regular dram. Celebrating the whiskies of the world March 2018 20 PAGE Historic times SPECIAL Celebrating the whiskies of the world The development of Speyside PLUS The state of Spey VISITORS’ TESTIMONIALS GUIDE A look at this iconic whisky region Stranger things

Speyside’s fascinating landmarks Craft Distilling “Whisky Magazine is an essential part of our annual marketing Why is different Brave New Venture The future is bright Directory of Distilleries budget; and creates the best awareness to the core audience of Top 20 Introduction to Speyside whisky 03 Tastings Why Speyside whisky is different Our recommendations 04 The pioneers 07 The Spirit of Speyside Whisky Festival whisky drinkers.” 03 Editor’s letter 10 Station Hotel, Rothes 04 news 14 3 Introduction Map of Speyside 06 Japan overview 18 4 The Future of Directory of Speyside distilleries 12 Distillery Focus: Asaka 20 8 Interview: John Teeling Where to buy whisky 16 Suntory launch 28 10 Distillery Focus: Pearse Lyons Other visitor attractions Tastings APRIL 2017 29 18 A Directory Where to eat, stay and drink 14 30 publication Tastings Tastings 18 32 05/10/2017 12:18 11/01/2018 15:58 SPEYSIDE17/03/2017 17:06 01/03/2017 14:24 “Whisky Magazine gives me a specialist global audience to create A supplement to Whisky Magazine EXCLUSIVE

001_Cover_JAPWM-Oct.indd 1 001_Cover_IWM.indd 1 001_Cover_SpWM.indd 5 brand awareness in countries where I am looking to increase sales; 001_Cover_aWM.indd 1 namely the US and Scandinavia.”

www.whiskymag.com Dave Pickerell Whisky People

Dave Pickerell EDITORIAL FEATURES 2019 Whisky People REGULAR FEATURES FOR EACH ISSUE WILL INCLUDE: WORDS JIM LEGGETT

plus) 1 plus (US$280 = = = = £18 = = = == £121-180 (US$190-280) (US$110-190) = = = £71-120 = = £26-70 (US$40-110) = £11-25 (US$17-40) Dave Pickerel was to whisky Bottle price guide: RLD what Michelangelo was to ceilings, REST OF WO Thomas H. Handy Sazerac AMERICA an absolute master SCOTLAND 2018 Antique Collection SAZERAC Lyndsey Teeling Whiskey Rob Nose: With some Proclaimed the Johnny Appleseed of ABV: 64.4% skey by one magazine, his Nose: Seriously nutty patience it slowly n a distillery rican whi Single Pot Still Style: Rye twee Ame ING WHISKEY CO. Lyndsey ramel coated TEEL Region: at first. Ca releases notes of baked “There’s a difference be name alone made him an international TASTE | Tastings ops, Jelly = = = = les, vanilla sought out to autograph bottles, Rob Nose: Peardr Price per bottle: and chilli-spiced red app and a whiskey factory, and I work in celebrity, V: 46.0% me lery se's – Dave Pickerell. Private Collection AB till Reminds Bottling: Distil eanuts and almonds. custard, and Ree a distillery.” t S Nose: Babies and pine resin.ss p , and barrels, even restauranten napkins! again. Dave’s Style: Single Po ne Availability: Worldwide eel Cups. been se Longmorn 1961IL European Oak of opening a double The initial sweet Fresh orange p Peanut Butter like will never & MACPHA Region: N/A = = = = g-laden ave Pickerell passed away? GORDON Lyndsey bass case. Bow rosin, is slowly followed by lots of nutme Palate: Packing a I’d just interviewed just cots Price per bottle: y AMERICA reshly The man Michter's Rob Peaches, apri ling: Distiller d salmon. Pink a custard. unch, with f % Nose: Bott ide polished wood, a hint of bake vanill p magazine ABV: 45.0 bility: Worldw sty velvet Chilli spiced apple days before, gone? Can’t be, I 2018 Toasted Barrel Finish Bourbon Nose: Apples, pears and and raisins covering a Availa strings and du peppercorns and Palate: brewed coffee, s true. published Dave’s final interview and, in y Style: Single Malt it at first, then hope… but it’ ICHTER'S Lyndse peanuts h and blackcurrant M Region: Speyside honey. Hints of gorse warm bread and butter F IRELAND fabric. Sweet barley raisins linger. honour of the great man, we decided == = = = REP. O lla. A zip There’s a sooty g to more mellow e, and flying Rob Nose: Imagine sitting Price per bottle: flowers, which move to a pudding. Dark chocolate notes and vani Palate: movin crumbl to reprint it. – Ed. : 45.7% pendent lk biscuits and ABV Standing in Bottling: Inde more musky floral tone. covered coffee beans, of lemon citrus. sweetness that jumps malted mi saucer sweets. newswires, top brand distillery moguls, le: Bourbon Nose: in a field surrounded orldwide reshly Condolencesrtisans, fans floodof Dave’s the commissioned Sty Availability: W Something . Hints of f Dle whisky a basically ky a warehouse at the by gorse flower, with a Pickled walnuts emerge, almond flakes and Palate: forward. Strawberry fig jam st Sweetness moves into humb “The band Region: Kentuc = = e. and almo = = = dark chocolate. crushed pistachio shells est-like her jelly, ginger beer, cut barley warming spices of famous brand associations and rock Price per bottle: height of summer. picnic of bacon butties, LAND for tang ke note. eartfelt grief while I’m me... one artist to another... that would to make ry SCOT Sweet but then ermint and a pefruit and bread ground turmeric. s, too, share h Bottling: Distille Savoury notes of eggs Florentine, banana Palate: start to overpower the Pepp gra with a gentle smo eaves buttery star a whiskey expression ldwide ter pudding l Oily and Availability: Wor cornbread, fresh oak porridge and freshly turns musky again, rich fruits. of lemon citrus. Feels and but Drying tobacco Finish: s feature for Whisky give them another avenue to touch Stewed fruits e ss of used me trail mix. Cocktails Tastings ife and time and sourdough bread. brewed coffee. leather-bound books Palate: like there is a littl a bitterne and so from the peanut butter   l base. They trusted me to rfully de Dave’s their fan AMERICA The floral plums, bitter ke hiding in here, Finish: Won notes, but there’s struggling to find appropriate words. Some redcurrants and Palate: and roasted hazelnuts. and sour smo coffee grinds at the end. h, takes Magazine suddenly becomes an obituary. make something worthy... in the e and damp leather only found it on While the ong and smoot also a sherbet finish tallica's just-released Blackened ity and the raspberry coulis. aromas dominate with There is a hay-bale note coffe but I Finish: l Me whiskey commun powers the juicy warming with Palate: Honey, vanilla gorse flower, nectar here, whipped goats over the palate. sweetness tails off its time, tingling away. whiskey, every bottle featuring Dave’s music community. I insisted honey. appeared a chalky Well ready, custard and toasted honey and earl grey tea. cheese and fruits that f Finish: Sweetness keeps quickly, those chilli spices. Comments: signature, sits on my desk. as Cream o th creamy rnly A serious that when I w Finish: Doesn’t hang on the nose. ving wi bitterness stubbo Comments: balanced for all coconut. There's a Milk chocolate and hot on gi eg. moments family is stunned and they needed to convene a about. It dries swiftly, mushroom soup and a and nutm lengthens the palate. rye for those the senses, for a Metallica tical murder gentle smoke note here almond milk soften the vanill e “The sort of cri that goats’ ts of parmesan. Sweetness mments: Lik slow mover. sure my too. Candied oranges palate with toasted oaks leaving edge. hin Comments: Co when you need to take in disbelief at the loss of our friend and d to make d honey A short finish at’s not me jelly boar with dark chocolate. Oak and marmalade. cheese an Finish: and spice, wh licking a li a moment. partner, Dave Pickerell. He was not Takes you y sour and creation was worthy. Finish: Short on flavour, Comments: with a ver to like? baby, covered in proved, we shows its presence too. ft of only a mentor and friend,etallica. we We considered learned so Once ap Short and swift, hole ra ter consistency. offee granules. M Finish: but long with a silky, through a w as bit of fruity c 8.5 him a member of had Blackened Full leaving a lovely vanilla- smooth consistency. flavours and aromase Comments: 8.8 much from Dave in the all too brief time we American whiskey.” A healthy you move from nos promises that do a 180 �  � ogether. But more than anything, Dave ell custard note behind. Comments:   had t e Picker Interesting – Dav Comments: brunch date with George to palate. into an umami receptor 7.9 was our good friend and we will miss ion overload. stuff. Very tempting to Clooney. Smooth, easy sensat 8.6 him tremendously.” – Metallica. ble. pour another, sit back going and irresisti and sip. 7.8 azine | Issue 156 42 Whisky Mag 8.1 William Larue Weller 8.5 2018 Antique Collection 8.7 SAZERAC Lyndsey Rob Nose: Sitting down to Talisker ABV: 62.9% of granola, Nose: Treacle tart, huge a breakfast Style: Bourbon rown 8 Years Old, 2018 Special Releases ky melted b Region: Kentuc = = waves of es dried apricots, coconut � � Question and Answer DIAGEO Lyndsey = = = enni   flakes and slices of sugar, toffee p Price per bottle: ry cream Sazerac Rob Nose: Notes of freshly Bottling: Distille illa ice banana, all smothered 59.4% ldwide and van t. Key ABV: Something really grapefruit ailability: Wor eek yoghur 2018 Antique Collection ngle Malt Nose: squeezed Av with dark chocolate with Gr Style: Si ut illa scented SAZERAC Lyndsey slands hospital-esque abo juice, van shavings. Leather lime pie and molasses Region: I = == = = xed with rock salt AMERICA Rob Nose: Packed to the Price per bottle: this. TCP mi candles and gloves and barley sugar begin to appear Like licking a lime ABV: 45.0% s, honey and ckly dominated Chargrilled Nose: Spice brim with sandalwood, Bottling: Distillery mint. Citrus emerges: are qui sweets. Some earthy Palate: Style: Rye : Worldwide ma of wicker y Availability fresh-squeezed limes by the aro notes lurk too. pineapple, mango jelly baby, covered in Region: Kentuck = = cherry fruit notes first. hessian, strawberry ar. Then ness ottle:= = = lled with The sweet Whisky Gourmet Whisky Magazine index Price per b Then strawberry laces, bon bons and and brown sug baskets fi Palate: yoghurt, burnt toast uts and coffee granules sorts. Then SCOTLAND y smoked bacon. n Bottling: Distillery honey syrup, crystallisedd liquorice all lovel note roasted hazel of maraschino cherries and chocolate covered ed lime an That bacon n leaves. Availability: Worldwide ginger, candi cardamom, toasted Palate: wet autum and a little fig jam. coffee beans. Calms Lyndsey on Teeling Single Pot Still hint of Sweetness Unbaked cookie orange peel. A chilli flakes, clove and continues. Palate: Orange segments with down with the addition e form of AMERICA hydrated orange. comes in th dough and salted honey and chilli spiced of water allowing notes pepper spice. syrup de � Production �  Palate: The honey Palate: This is an maple syrup. A cracked caramel followed by syrup. The oak comes of orange marmalade, coat notes losion of spices. black pepper edge and vibrant citrus fruits in with tingling, almost buttered croissants and and spiced exp late, . Smoked the mouth, then all Dark chilli choco a little sea salt that cut through the numbing pepper notes. treacle to come forward Creamy and spice and cinnamon. nectar honey, cayenne almonds too. saltiness and allow a Finish: A prickly salt Finish: Fades gently, Oak slowly takes its grip pepper and lingering Finish: rich blackcurrant tang edge, with a tinge of buttery, with a spicy annins shavings. on the palate, t fresh wood with that wonderful to appear. that numbing pepper. sweetness at the end. t Fascinating. A fruity e slow burning bu inish: An explosion of smoke profile still Finish: Fresh and Comments: Comments: ar F y dries th the wait. flavour hatt slowl holding court. vibrant fruits fall away, A little water helps it explosion to start Travel Retail wor A good mix Keeps on going, the palate with a Finish: out e. Comments: with the rock salt reveal more behind your day. leaving sweet tingling hint of ember smok of old-school TCP notes lengthening the palate. the sweetness. Snuggled Salivating ices behind. and sweetness. A Comments: sp s and Comments: Spice by the fire at lovely whisky. and dehydrating all at 69 Comments: way up 8.9 hristmas with a glass the same time. Issue 156 | Whisky Magazine � � sweetness all the c a 8.7  ry and with this one. of PX sher ange. chocolate or 8.6 8.8 8.9 Competition page with whisky 8.7

Magazine | Issue 156 � 68 Whisky Whisky and Cigar pairings related crossword puzzle

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Lindores Abbey Distillery Focus

Minimum one full page +30% GAVIN D. SMITH Loose inserts WORDS CHRISTOPER COATES PICTURES

The Balvenie Whisky People

(up to 10g) Restoring a spiritual link to Scotch’s past The Balvenie Whisky People

of the 16th century, when Scotland broke with the Papacy that this would probably have been and developed a predominantly hen spirit first sufficient to produce the equivalent Calvinist national church, which flowed from the of 400 70cl bottles of whisky. was strongly Presbyterian. During stills of Lindores Lindores Abbey had been founded the Reformation, Lindores Abbey During the past eight years, David Abbey Distillery in 1191 by David Earl of Huntingdon, was attacked and damaged on two Loose per 1,000 £81 on 13 December on land overlooking the estuary has worked solely on The Balvenie occasions, and by the 1560s, the brand, refreshing the entire range. of the River Tay, on the outskirts abbey was in ruins, and became a 2017 a historical connection going “I am immensely proud to have held W of the present town of Newburgh valuable source of red sandstone for back more than 500 years was this position in such a great family in Fife. The monks who built the new buildings around Newburgh. triumphantly restored. For Lindores company and now I have a wonderful abbey came from Kelso Abbey in The notion of restoring whisky- WORDS was once home to the famous Friar the Scottish Borders and were opportunity to support Kelsey in the making to Lindores came from Drew PHOEBE CALVER new era for the brand. Now this17 was John Cor, who features in the earliest Benedictines of the Order of Tiron, beginning of her journey,” he added. McKenzie Smith and his wife Helen, anIssue experience 153 | Whisky in a tastingMagazine like no other, known reference to Scotch whisky, France. The Tironensian monks Of course, with such a vast amount with McKenzie Smith explaining, specifically crafted to celebrate a taste dating from 1494. The Exchequer were practical men who practised of knowledge to hand over to his “My great-grandfather bought the of the DoubleWood collection in what Rolls record – in translation from the farming, gardening, brewing and apprentice, the two face no mean feat Lindores Abbey farm in 1913 and my is its 25th year, while looking up to the original Latin - “…eight bolls of malt distilling, and were also craftsmen when it comes to ensuring nothing Bound per 1,000 £97 grandfather gifted to my mum when nighthad all sky been over brought the distillery together in Dufftown.was yet to is lost. to Friar John Cor wherewith to make and teachers. she got married.” Agency discount aqua vitae for the king.” The monarch But of course, the main reason we “I have so much to learn, but I am Abbey life came to an end, A in question was King James IV and however, with the Reformation in an incredibly fortunate position,” eight bolls equates to around 500kg be officially revealed and the excitement affirmed Kelsey. “David doesn’t realise in modern terms. It is estimated surrounding it was palpable. just how much of his expertise he inThe the announcementindustry – signalled from a David moment – who passes on to me when we are working is currently celebrating his 56th year side by side, it really is wonderful.” 16 Whisky Magazine | Issue 153 The two will continue to work of change for Balvenie, with the together with their shared innovative MOMENT appointment of apprentice malt spirit for the next few years, until a master, Kelsey. natural point presents itself for the a delightThe chemistry to witness between the next the morning, two reins to be completely passed across IN was clear to see and continued to be to Kelsey. David continued, “I will gradually while sat in the American Bar of the let Kelsey do more and more, which Stafford Hotel with the duo. will allow me to take a back seat. I’m “We’ve spent the past few weeks looking forward to working together having to keep it a secret, I would see and working ahead on products over TIME Davidgreat into thebe able canteen to relax and and pretend enjoy I the coming years, we both like to have didn’t know him,” laughed Kelsey. “It’s three or four projects on the go as nothing happens quickly and we have to Witness a changing of Thethe guardBalvenie at it now.” be prepared.” “It wasn’t a difficult decision,” During the previous evening, we continued David. “Both myself and had been given an insight into the , Brian Kinsman had hey say that you will innovative capabilities of this pairing. If Rates shown are per issue, includes colour and are exclusive worked closely with Kelsey and she was always remember your wethat had glass, ever that needed we may proof or thatmay thenot rightsee Facing page, from the obvious choice for the role, with decision had been made, it was found in top to bottom: the perfect training and experience in Dinner with The the company.” Balvenie; David firstto agree official – and whisky mine was on shelves in the future. Stewart handing tasting – I’d be inclined Despite two very different One thing is for sure, as the Balvenie Kelsey McKechnie T introductions to the industry, the two DoubleWoodinto the limelight, enters the a newbrand chapter has a lotand to 10% off all prices plus VAT. her copper dog; have a unified mindset when it comes to the new apprentice malt master steps Kelsey being quite the experience. Joining David C. the direction of Balvenie. interviewed on the Stewart MBE, Balvenie malt master and of VAT. Further specifications are available on request. that“My was background not where is my in biomedicalpassion laid and be excited about. River Thames his newly announced protégé, Kelsey sciences,went on tohowever, gain a masters I quickly in realised distilling “So far, it has been an amazing McKechnie, alongside a select few experience,” added Kelsey. “We’re enthusiasts and experts for an evening working away on lots of little to celebrate ‘A Moment in Time’. and brewing,” Kelsey explained. “This experiments and innovations in the The festivities began – and eventually role is something I’ve dreamed of and background, anything that tickles our ended – at the Stafford Hotel in St always wanted to be able to do, I love fancy really and I’m truly excited to see James, London, providing the perfect nosing, tasting and being involved in the what will come of them.” 51 Special rates are available to advertise in the French, setting for speculation to begin on what blending team. Issue 155 | Whisky Magazine the evening ahead would hold. First up “Everyone at the distillery and the was a boat trip along the Thames, with William Grant family as a whole, has an unexpected destination awaiting us. such a huge sense of pride in their An hour later, feeling warmed by work and that brings with it a lot of the evening sun and a dram of The responsibility as well as excitement Balvenie Caribbean Cask, we arrived at about what’s to come.” the Greenwich Observatory, a perfect Mandarin and Cantonese editions on request setting to celebrate the beginning of a

50 Whisky Magazine | Issue 155

www.whiskymag.com 18–24 Female 1% 25–34 Less frequently Once a week 4% 65 plus 8% 11% 9% Male 15% 96% 35–44 Once a year 21% 9% Once a month 42% 55–64 25% 45–54 Once a quarter 30% 29%

18–24 Once a month 18–24 Female £20k–£30k 1% 25–34 Less then once 2% Less frequently Once a week Female 4% £20k & under 65 plus 8% 11% 9% Mal1%e 25–34 4% 7% Less frequently Once a week a month 2–3 times per month 4% 65 plus 8% 11%15% 9% 1% 1% Male 15% 96% £30k–£40k 96% 9% 18–24 18–24 £75k plus 35–44 Once a yearOnce a day Female Female25–34 Once a week Once a week 9% Once a 1% Less frequently1% 25–34 Less frequently Once a week 46%35–44 Once a year 21% 23% 4% 65 plus 4%8% 65 plu11%s 9% 8% 11% 9% 9% £40k–£50k Once a 16% month Male 15%Male 15% 21% 96% 96% 12% month 42% 55–64 42% Once a year Once a year 55–64 25% 45–54 Once a quarter 35–44 9% 35–44 21% Once21% a 9% Once a 25% 45–54 £50k–£75k Once a quarte30%r 2–3 times per week29% month month 30% 22% 29% 57% 42% 42% 55–64 55–64 25% 45–54 25%Once45–54 a quarter Once a quarter 30% 29% 30% 29% Once a month USA & Canada Once a month 2% 52% £20k & under £20k–£30k Less then once £20k–£30k Less then once 7%2% a month 2–3 times per month £20k & under 4% 1% 1% 4% 7% a month 2–3 times£30k–£40k per month Rest of World 1% 1% 23% Once a month Once a month £30k–£40k £75k plus 9% Less than Less than 3 4–5 Once a week Once a day Specialist Other £20k–£30k Less then once£20k–£30k 2% Less then once 2% £75k plus 9% 46% 3% 9% 1 hour 23% £20k & under £20k & under Once a week 6–10 Once a day 16% 12% 20% 7% a mont7% h 2–3 times per month a month 2–3 times per month 46% £40k–£50k23% 9% 4% 4% 1% 1% 16% 11% £30k–£40k £30k–£40k 1% 1% £40k–£50k 21+ 12% More than Europe 12% 2 hours UK £75k plus 9% £75k plus 9% 63% 11–15 Newsstand 15% Once a week Once a day Once a day 51% 25% 46% 46% 23% Once a week £50k–£75k 7% 2–3 1–2times hour pers week 31% 16% 16% 23% 40% Far East £40k–£50k £40k–£50k £50k–£75k 22% 2–3 times per week 57% 12% 12% 22% 16–20 5% 57%7% Subscription Other 37% 3% £50k–£75k £50k–£75k2–3 times per week 2–3 times per week 22% 22% 57% 57% READERSHIP SURVEY RESULTS USA & Canada USA & Canada 52% 52% Rest of World 23% CIRCULATION USA & Canada ABOUT THEIR BUYINGUSA & Canada HABITS Less than Rest of World 52% Less than 3 4–5 52% Specialist Other 23% Less than 3 4–5 3% Less9% than 1 hour Specialist 12% 20% 6–10 9% Other 3% 9% 1 hour 12% 20% By distribution type By territory Rest of World 6–10 How many bottles9% 11%in collection More than Trade 11% 21+Rest of World Europe 23% More63%23% than 2 hourUps to £20 £21–£30 15% 9% UK Less than 3 4–5 Less than 3 4–5 Less than Less than Specialist 21+ 201+ 0–25 11–15 51% 0% 9% Newsstand Europe 25% Other Specialist Other 63% 2 hours £76+ 1–2 hours 31% 15% UKConsumer 3% 9% 3% 9% 1 hour 1 hour 12% 20% 12% 11–15 51% 20% 20% 7% 13% Newsstand 25% 6–10 9%6–10 20% 1–2 hours 31%40% 91%Far East 11% 9% 7% More than 11% More than 16–20 40% £31–£40 Far East 5% 21+ 21+ Europe 16–20 EuropeUK 7% 5% 63% 63% 2 hours 2 hours 15% 15% 101–200 26–50UK 24% Subscription Other 11–15 51% 11–15 51% Newsstand Newsstand 7% 25% 22% 25%17% 7% 7%1–2 hours 1–2 hours 31% 31% £51–£75 Subscription 37% Other 3% 40% 40% Far East Far East 32% 37% 3% 16–20 16–20 5%18–24 5% 7% 7% Female 1% 25–34 Less frequently Once a week Subscription Subscription Other Other £41–£50 4% 65 plus 8% 11% 9% 51–100 22% 37% Male 37% 15% 3% 3% 21% 96% 35–44 Once a year 21% 9% Once a month 50 18–24 42% 55–64 Female Average cost per bottle Trade 25% 1% 25–34 Less frequently Once a week 9% 45–54 4% 65 pluOnces a quarter 8% 11% 9% Up to £20 £21–£30 Trade Male 30% 15%29% Up to201+ £20 £21–£300–25 £76+ 0% 9% 9% Consumer 96% 20% 20% 201+ 0–25 £76+ 0% 9% 13% Consumer40 91% 20% 20% 13% Once a year 91% Trade Trade 35–44 9% £31–£40 Up to £20 £21–£30 9% 9% 21% 51–100 101+ Once a Up to £20 £21–£30 ABOUT OUR READERS 101–200 7% 4% 1–526–50£31–£40 month 24% n 201+ 0–25 £76+201+ 0–250% 9% £76+ 0% 9% Consumer 101–200 26–50Consumer 22% 12%17%24% 42% £51–£75 20% 20% 20% 20% 31–50 13% 13% 91% 22% 17%55–6491% £51–£7510% 32% 30 Income Age 25% 32% Once a quarter t £31–£40 £31–£40 Once a month 45–54 101–200 26–50 24% £20k–£30k Less then once 2% 30% 21–30 29% £41–£50 Travel retail/duty free 101–200 26–50 24% £20k & under 18–24 51–100 6–10 22% 17% 22% £51–£75 17% £51–£75 Female 7% 1% 25–34a month 2–3 times per month Less frequently Once13% a week £41–£50 22% 4%4% 65 plus 1%51–1001% 21% 20% 32% 32% Male £30k–£40k 8% 11% 9% 22% Percentage 20

15% 21% High Street Chai £75k96% plus 9% Once a day 11–20 Supermarke 46% Once a week £41–£50 £41–£50 35–44 23%Once a year 34% 51–100 51–10022% 22% £40k–£50k 16% 9% Once a 21% 21% 21% 50 12% month Once a month Specialist Whisky Retailer 50 10 £20k–£30k AverageLess then 42%once annual 2% number of 55–64 £20k & under 7% a month 2–3 times per month 18–24 £50k–£75k 25% 45–54 4% 2–3 times per week Once a quarter 1% 1% Female 22% £30k–£40k bottles bought 501% 25–34 Less frequentl50y Once a week 30% 57% 29% 40 4% 65 plus 8% 11% 9% £75k plus 9% 0 Male 15% Once a week Once a day 40 96% 46% 51–100 101+ 23% 51–100 101+ £40k–£50k 16% 7% 4% 1–5 n

Once a year 1–5 31–50 12% n 35–44 9% 7% 4% 12% 40 21% 40 Once a 31–50 12% 10% 30 month 10% 30 USA & Canada t 51–100 101+ t 51–100 101+ 42% £50k–£75k Once a month 21–30 2–3 times per week 52% Travel retail/duty free

n 7% 4% 1–5 7% 4% 1–5 55–64 n 22% 6–10 21–30 2% 13% 57% Travel retail/duty free 31–50 12% 31–50 12% 25% 45–54 £20k & undeOncer £20k–£30k a quarter Less then 6–10once 20%

13% Percentage 10% 10% 30 30% 4%29%307% a mont20%h 2–3 times per month Rest of World 20

t

High Street Chai

t £30k–£40k 1% 1% Percentage 20 23% Less than 3 4–5 Less than Supermarke ABOUT THEIR DRINKING HABITS 11–20 Specialist High Street Chai

Travel retail/duty free Other 21–30 21–30 9% Travel retail/duty free 1 hour 3%£75k9% plus 11–20 Once a day 34% 12% 20% Supermarke 13% 6–10 13% 6–10 6–10 Once9% a week 20% 20% 46% 11% 34% 23%

16% Specialist Whisky Retailer USA & Canada

Percentage 20 How21+ often do they drinkPercentage 20 whisky£40k–£50k NumberMore than of whiskies in their home Europe 10

High Street Chai

High Street Chai 52%

Specialist Whisky Retailer UK 63% 12% 2 hours 15%10

Supermarke 11–15 Newsstand 11–20 11–20 Supermarke 51% 25% 34% 34% Once a mont7%h 1–2 hours 31% 2% 40% Far East Rest of World £20k–£30k Less then once £50k–£75k 2–3 times per week How frequently buy whisky 5% 23%

£20k & under Specialist Whisky Retailer 16–20 7% 10 a month 2–3 times per mont22%10h Specialist Whisky Retailer Less than 0 4% 7% Less than 3 4–5 18–24 57% Specialist Other 1% 1% 3% 9% 1 hour 0 £30k–£40k Female 6–101% 25–34 Less frequently Once a week Subscription 12% 20% Other 9% 4% 65 plus 8% 9% 9% 37% 3% £75k plus Male Once a day 11% More than 11% 46% Once a week 21+ 15% Europe 16% 96% 23% 63% 2 hours 15% UK £40k–£50k 0 0 11–15 51% Newsstand 25% 35–44 Once a year 1–2 hours 31% 12% 7% 9% Once a USA & Canada 21% 40% Far East 52% 16–20 month 5% £50k–£75k 7% 42% 2–3 times per week 55–64 Subscription Other 22% 57% 25% Rest of World 45–54 Once a quarter 37% 23% 3% Less than 3 4–5 30% Less than 29% Specialist Other 3% 9% 1 hour 12% 20% 6–10 9% Trade 11% Up to £20 £21–£30More than 9% 201+ 0–2521+ 0% 9% Europe 63% £76+ 2 hours USA & CanadaConsumer 15% UK 20% 20% 11–15 13% 51% Newsstand 91% 25% 7% 1–2 hours 31% 52% TERMS AND CONDITIONS £31–£40 40% Far East Once a month 5% 101–200 26–50 16–20 24% 2% Rest of World 22% 17% 7% £51–£75£20k–£30k Less then once Paragraph Publishing Ltd £20k & under 7% a month 2–3 times per month Subscription 23% Other Less than 3 4–5 Less than 4% 32% Specialist Other Trade 3% 9% 1 hour 1% 1% 37% 3% 6–10 Standard terms and conditions of advertising £30k–£40k 12% 20% Up to £20 £21–£30 9% 9% 201+ 9%0–25 0% 9% 11% £75k plus £41–£50 £76+ Once a day Consumer 21+ More than 51–100 46% 20% 20% 4. Publisher’sOnce a weekRights 13% Europe 2 hour1.s Definitions 22% 23% UK 91% 63% 11–15 21% £40k–£50k NewsstanThe Publisher,d16% may, without derogation from the warranties contained in Condi- 15% 51%In these conditions (i) 1–2the ‘Advertiser’hours means the person placing with the Pub- £31–£40 25% 7% 101–200 12% 26–5031%tion 2, refuse or require to be amended any artwork, materials24% and copy so as lisher the order for the insertion40% of the Advertisement, which expression shall Far East 16–20 22% 17% (i) to comply with the legal£51–£75 and moral obligations placed on the Publisher or the 5% 7% include any advertising agency involved in placing the Advertisement£50k–£75k (ii) the Advertiser (ii) to avoid32% infringing2–3 a timesthird party’sper week rights or any code of practice. 22% Subscription57% 50 Other ‘Publisher’ means Paragraph Publishing. The Publisher reserves37% the right to refuse or stop orders. Every care is taken to 3% £41–£50 51–100 avoid mistakes, but the Publisher cannot accept22% liability for any errors due to Trade 2. Warranties 21% Up to £20 £21–£30 9% 201+ 0–25 0%third9% party, sub contractors or inaccurate The Advertiser warrants that (i) it contracts with the Publisher as a principal £76+ 40 Consumer 20% 20% 13% copy instructions. 91% notwithstanding51–100 101+ that the Advertiser may be acting directly or indirectly for an- USA & Canada 7% 4% 1–5 £31–£40 n 52% 31–50other party 101–200as an advertising12% agent or media26–50 buyer (ii) the reproduction and / or 5. Payment 24% 50 10%publication 22%of the Advertisement by the Publisher17% will not breach any contract£51–£75 30 32% Payment is due within 30 days of the invoice date. The Publisher reserves the t Rest of World or infringe or violate any copyright or trademark to render the Publisher liable 23% 21–30 4–5 right to impose a surchargeLess at than the rate of 3% per month on outstanding balanc- Travel retail/duty free to any proceedings whatsoever6–10 (iii) any informationLess than supplied 3 in connection with TradSpecialiste Other 13% Up to £20 £21–£30 3% 9% es,£41–£50 and the right to charge1 hour the full rates quoted for orders unless cancellation 9% 12% 20% 40 20%51–100 6–10 9% the Advertisement is accurate, complete and true (iv) the Advertisement com- Percentage 201+ 0–25 £76+ 0% 9% 11% is22% received in writing 4 weeks prior to publication. Should discounts be given on Consumer20 20% 21% 51–100 101+ More than High Street Chai 20% 13% plies with the requirements of all relevant21+ legislation for the time being in force 1–5 91% n Europe 11–20 7% 4% the prices2 hour quoteds for a series of insertions and the series be cancelled before Supermarke UK 63% 12% Newsstand 15% or applicable in34% the USA£31–£40 and United Kingdom (v) the advertising31–50 11–15copy submitted 51% 25% 10% 7% all insertions have appeared, the company1–2 hours may charge the full rates for all 31% 30 101–200 26–50 to the Publisher is legal, decent,24% honest and truthful and complies with the 40% t Far East insertions that have appeared, and raise any additional invoices as necessary 10 Specialist Whisky Retailer 22% 17% £51–£75 16–20 50 5% American and British code of Advertising Practice and all other relevant codes Travel retail/duty free 32% 21–307% 13% 6–10 under the general supervision of the Advertising Standards Authority. 20% 6. Jurisdiction Subscription Other

37% Percentage 20 3%

£41–£50 The contract which incorporates these conditions shall be constructed under High Street Chai 51–100 0 3. Indemnity22% 11–20 40 Supermarke 21% 34% and governed by the law of England and the parties submit to the exclusive The Advertiser will indemnify51–100 101+the Publisher against any costs, damages or other jurisdiction of the English Courts.

n charges falling upon the 7%Publisher4% as a result1–5 of any claim against the Publisher 10 Specialist Whisky Retailer 12% arising from 31–50the publication of an advertisement placed by the Advertiser. 10% 50 30

t

21–30 Travel retail/duty free 13% 6–10 0 20% Trade

www.whiskymag.com Percentage Up to £20 £21–£30 40 20 9% 9% High Street Chai 11–20 201+ 0–25 £76+ 0% Supermarke Consumer 51–100 101+ 20% 20% 13% 7% 4% 1–5 34% n 91% 31–50 12% £31–£40 10% 101–200 26–50 3024% 10 Specialist Whisky Retailer

t 22% 17% £51–£75 21–30 32% Travel retail/duty free 13% 6–10 20%

Percentage 0 £41–£50 20 51–100 High Street Chai

22% Supermarke 11–20 21% 34%

10 Specialist Whisky Retailer

50

0

40 51–100 101+

7% 4% 1–5 n 31–50 12% 10% 30

t

21–30 Travel retail/duty free 13% 6–10 20%

Percentage 20

High Street Chai

11–20 Supermarke 34%

10 Specialist Whisky Retailer

0