Whisky Styles

We’ve just published an analysis of the Scotch Whisky Styles for December online.  These are very unsurprising, conversations around malts dominate online.

Scotch Regions Commentary

With two Islay Scotch brands topping the Scotch Whisky 100 Index two months in a row, would this mean the region of Islay be top of the Scotch Region chart?

The answer is no. Highland region tops the chart with Islay coming in a strong second place with Speyside coming in just behind, to take third place.

The regions are being scored on the same keywords used to compile the Scotch Whisky 100.

December Commentary: Scotch Whisky 100

Headlines:

A new brand tops the chart, Bowmore.

Highest new entry straight in at no.2 is Tobermory.

The Edrington Groups, Macallan and Famous Grouse make strong moves up to enter the top 5.

There were 21 new entries in the top 100.

Why did these movements take place?

This can be explained by asking two further questions, which are also the two most popular feedback questions we receive:

1. What online sources of conversations are being analysed?

2. What words are being used to score the brands?

Lets start with Q1. What online sources of conversations are being analysed? Thousands of new conversations have been added since the Novembers index. The range of conversations covered in December are on a much broader front, Novembers data had a high percentage of specialist whisky forum pages. This may explain why the Famous Grouse and Chivas brands that scored lowly in November are charting much higher in December.

The inclusion of new conversation sources may also explain why 20% of the Index was made up of new brand entrants in December.

Quesitons 2. What words are being used to score the brands? mepath.com has chosen the words and they are the same words used in November.

Starting in January 2008 we will provide an overview of the data sources used in creating the Scotch Whisky 100.

Feedback is welcomed on the Scotch Whisky 100.