Orach target a new generation of whisky drinkers

Orach target a new generation of whisky drinkers

Glasgow-based drinks firm, Dram₂O, is bringing whisky to a younger market with Òrach– a bottled, ready to drink (RTD) Scotch whisky cocktail.

James Doig, Dave Millard and David McLauchlan came up with the concept in 2015 when they wanted to introduce their blended scotch, Dram Òrach, to non-whisky drinkers and the untapped younger market.

The convenient Scotch whisky cocktail incorporates a double shot of blended whisky with natural flavourings, and so far two flavours have been launched; Strawberry, Vanilla & Ginger Beer and Lemon, Lime, Mint & Ginger Ale.

The makers of Òrach are also celebrating success following a nationwide listing in Aldi with their two products piloting in 65 Aldi stores across Scotland. 

Demand for the RTD cocktail has seen some 80% of the product sell-out in less than three weeks of retail. 

Industry statistics suggest a move to the specialist RTD format is on trend and will continue to grow throughout the spirits category; with consumers opting for a ‘long drink’ instead of the traditional ‘short’.

Managing director, James Doig, said: “Like many of the best things in life, Òrach was born out of a happy accident. At Scone Game Fair we were sampling our whisky and realised that younger people were not so interested, so on the spot we devised a series of whisky cocktails that were a huge hit.

“We realised there was a gap in the market and decided to develop this further so a younger demographic, who perhaps wouldn’t normally choose whisky, can enjoy Scotland’s national drink in new ways.

“It’s an exciting time for the ready to drink sector of our business and we are delighted to now have a listing in Aldi.

“We are an ambitious young company and in preparation for scaling up we have created four new job roles with the aim of creating a further five in the twelve months to come. 

“We are currently in talks with a number of other retailers and key on-trade outlets in the UK; and excitingly, a number of international buyers looking to move us into export markets.

“Òrach is testament to the fact that Scotland’s national drink is not only incredibly versatile, but still has lots of opportunity to reach new markets, and we hope to capture that with our offering.”