Cult series Mad Men has boosted sales of whisky, as characters Don Draper and Joan Holloway make it the stylish must-have drink for all of us
Cult series Mad Men has boosted sales of whisky, as characters Don Draper and Joan Holloway make it the stylish must-have drink for all of us.
We’ve all lusted after Christina Hendricks’ figure and tried to channel the fabulous 60s fashion, but it now seems we are trying to emulate all aspects of cult series Mad Men, with malt whisky fast becoming our favourite tipple.
According to latest research, the popularity of whisky has become a firm favourite with many younger drinkers.
Dubbed ‘The Mad Men Effect’, analysts believe the increased demand for the liquor is due to the style status it has achieved through the series.
Don Draper and Joan Holloway are often shown sipping whisky in their swanky Madison Avenue offices – and now the show has turned the rest of us on to the amber nectar with sales of the stuff soaring.
‘Evidence suggests that younger poeple are being attracted to malt as it’s seen as an aspirational and stylish drink,’ said Rosemary Gallagher of the Scotch Whisky Association.
Sales are up 13.4 per cent in the last year, with US consumers accounting for £267.6 million sales.
The big brands have benefited the most with Jack Daniel’s growing by 16 per cent, Famous Grouse going up by 14 per cent and Glen’s jumping up 11 per cent.
‘Don Draper and co have not just influenced our sartorial habits,’ said a report in The Grocer. ‘More and more people are also emulating the glamorous Mad Men characters by developing a taste for high-end spirits – particularly fine Scotch.’